Usain Bolt Signs With Pernod Ricard To Support Mumm Champagne Brand

Olympic Gold Medalist Usain Bolt has "signed on with Pernod Ricard to support the company's 189-year-old Mumm champagne brand," according to Terry Lefton of SPORTSBUSINESS JOURNAL. With "an eye toward whimsy, if not hyperbole," Mumm is calling Bolt its new CEO, but that is "chief entertainment officer." In that role, Mumm hopes the sprinter will be "an embodiment of its motto: 'Dare. Win. Celebrate,' and add some contemporary relevance," according to Mumm's Global Brand Dir Louis de Fautereau. De Fautereau said, "He's a great athlete and a king of cool, a great figure in entertainment and lifestyle, and a grand icon of celebration, which is where we always want the brand to be." Mumm will initially support with a digital campaign, featuring a video that was being shot last week in Paris. De Fautereau added, "I cannot recall us using an athlete before" (SPORTSBUSINESS JOURNAL, 11/28 issue).