Right Guard Formally Signs Partnerships With NBA, Chris Paul
The NBA and Right Guard have formally signed a multi-year partnership making Right Guard the league's official deodorant. Beginning this month, NBA branding will appear on all Right Guard Xtreme and Right Guard Sport deodorant packs. In addition, Right Guard has inked Hornets G Chris Paul to a multi-year endorsement deal. Paul will appear in print and TV ads to promote Right Guard's association with the NBA. Right Guard also will be involved in the annual "Chris Paul's Winston-Salem Weekend" charity event (NBA). The deal was first reported last month by SportsBusiness Journal (THE DAILY).
ACTIVATION: BRANDWEEK's Barry Janoff reported NBA branding will appear on more than 50 million deodorant packs hitting retail this month. Right Guard this fall will launch a national consumer promotion at retail locations. Additionally, the NBA said that Right Guard starting next season will be "fully integrated within NBA.com's fantasy basketball section and 'have significant presence during key points of the NBA season,'" including the NBA All-Star Game and playoffs (BRANDWEEK.com, 6/11). AD AGE's Jeremy Mullman reported a forthcoming Right Guard spot starring Paul shows a "series of his on-court highlights." Paul's agent, Octagon's Tom George, said that additional endorsement discussions are "ongoing with several beverage companies, but didn't disclose further details" (ADAGE.com, 6/11).
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