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SBD Global/November 9, 2012/Marketing and Sponsorship

Messi Agrees To Become Head & Shoulders Brand Ambassador

Barcelona striker Lionel Messi "has signed a sponsorship deal" with Proctor & Gamble, according to MAQUINADOESPORTE.com.br. The three time FIFA Ballon d'Or winner is now one of the brand's new ambassadors and will "promote the shampoo brand Head & Shoulders." The marketing campaign featuring Messi will include "a series of TV commercials along with online ads" directed at a male audience. P&G Brand Manager Michael Saabia said, "The fact that Leo is a fan of Head & Shoulders, and now our ambassador, gives us a tremendous opportunity to be able to create a personal connection with our Hispanic male consumers" (MAQUINADOESPORTE.com.br, 11/8).
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