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

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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