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SBJ/Dec. 14, 2009/This Week's News

Skin care brand agrees to sponsor USA Swimming

At a time when many of sports’ biggest advertisers have cut back on sponsorship spending, USA Swimming has looked elsewhere and netted a sponsorship with a skin care brand called CeraVe that is new to sports.

A subsidiary of Valeant Pharmaceuticals International and a product of Coria Laboratories, CeraVe has signed a four-year deal with USA Swimming to become an official sponsor alongside AT&T, Mutual of Omaha and others. Financial terms of the deal, which is expected to be announced today, were unavailable.

CeraVe made its debut as a USA Swimming partner with advertising spots during NBC broadcasts of the AT&T Short Course National Championships on Saturday and will advertise again during the Mutual of Omaha Duel in the Pool on NBC (Dec. 27, 2-4 p.m.). It also receives signage, activation and sampling rights at 6,800 sanctioned swim meets, and advertising on swimnetwork.com.

The deal is CeraVe’s first sports sponsorship. USA Swimming approached the brand after it sponsored a recent meet in New Jersey. The CEO of its parent company Valeant, Mike Pearson, is friends with USA Swimming President Jim Wood and found swimming’s family-friendly atmosphere appealing, said USA Swimming chief marketer Matt Farrell.

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