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SBD Global/March 1, 2013/Marketing and Sponsorship

Audio Company Bose Agrees To Sponsorship Deal With Golfer McIlroy

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Audio company Bose Corp. has "linked up" with Rory McIlroy, who will serve as a global brand ambassador for the Framingham company under a multiyear sponsorship agreement, according to Ira Kantor of the BOSTON HERALD. Bose said that it is the "first endorsement" for McIlroy involving a consumer electronics brand, and he will "only be representing" Bose products that he uses. McIlroy will endorse Bose headphones, portable speakers and home and automotive systems. Financial terms of the deal "were not disclosed" (BOSTON HERALD, 2/27). GOLF WEEK's Adam Schupak opined there was "less pomp and circumstance" than his blockbuster Nike announcement in January, but the message was clear, Rory McIlroy "has emerged as golf’s latest crossover star." McIlroy "already has signed what is reported to be the most-lucrative golf equipment deal in the sport’s history." The next step in joining the likes of Tiger Woods, Phil Mickelson and Arnold Palmer as golf’s premier pitchmen "is to grow his portfolio of non-endemic sponsorships." Expect deals with companies "from categories such as financial services and automotive to emerge" for the 23-year-old, two-time major champion (GOLF WEEK, 2/27).
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