Financial Daily from THE HINDU group of publications
Saturday, May 08, 2004
Financial Daily from THE HINDU group of publications Saturday, May 08, 2004 |
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Marketing
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Promotions & Offers Reebok wins over 3 more cricketers Our Bureau
Reebok brand ambassadors (from left) Irfan Pathan, Mohammad Kaif, Parthiv Patel, Harbhajan Singh and Yuvraj Singh at Gurgaon near New Delhi on Friday. — Kamal Narang
New Delhi , May 7 FOOTWEAR major Reebok India Company has signed three more celebrity Indian cricketers, Irfan Pathan, Parthiv Patel and Harbhajan Singh, as its brand ambassadors. With their signing up, Reebok India has, in all, six cricketers as its brand ambassadors. Rahul Dravid, Yuvraj Singh and Mohammed Kaif already endorse Reebok products. "Any marketing story in India for a sports brand such as ours is best told through cricket and cricket stars. The addition of Irfan Pathan, Parthiv Patel and Harbhajan Singh will make Reebok a bigger and stronger brand. Their addition completes the repertoire for Reebok," Mr Subhinder Singh Prem, Managing Director, Reebok India Company, told Business Line here. He, however, declined to reveal the terms (including the tenure) of the contract signed with the three new brand ambassadors. "We have different terms with each of the cricketers that we sign. There can never be a time-bound contract. It's an issue of relationship with the cricketer concerned. For instance, Rahul Dravid has been endorsing Reebok since 1996 and he continues to be our brand ambassador," Mr Prem said. He, however, said that the three new brand ambassadors would only endorse Reebok's footwear and apparel products. "The contract does not require them to use a cricket bat with a Reebok sticker on it," Mr Prem said. Asked whether Reebok India intends to launch a new cricket shoe range in the near future, Mr Prem said only four months ago, the company had introduced a new range of cricket shoes in the market. "We already have shoes for fielding, bowling and batting," he said.
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