King Of Shaves Sponsoring Welsh Team In Extreme Sailing Series

Male grooming brand King of Shaves "aims to increase its brand awareness by sponsoring the Welsh sailing team" for this year's Extreme Sailing Series, according to Loulla-Mae Eleftheriou-Smith of MARKETING MAGAZINE. The Welsh team will participate in the Cardiff leg of the Extreme 40, "an event likened to the Formula 1 of sailing, which features 40 catamarans racing each other at speeds of up to 30 knots." The race is held between Aug. 30 and Sept. 2. Under the contract, the brand is backing Welsh Olympic Silver Medalist Hannah Mills, as well as Dave Evans, Ed Powys, Tudur Owen and Torvar Mirsky. King of Shaves is supporting the deal "through social media activity and the hashtag #hyperperformance" (MARKETINGMAGAZINE.co.uk, 8/24).