Magazine article Marketing

MEDIA: Right Guard Links with Extreme Sports Event

Magazine article Marketing

MEDIA: Right Guard Links with Extreme Sports Event

Article excerpt

Gillette's Right Guard deodorant brand has struck a deal to target the youth market by sponsoring Snowbombing, an extreme sports and music festival that will be broadcast this spring on ITV1 and BBC Radio 1.

The tie-up, worth an undisclosed sum, is one of Right Guard's most significant sponsorship deals to date. It will be supported by extensive ambient and promotional marketing activity.

In a link devised by below-the-line agency Steam, Right Guard will be the title sponsor of this year's Snowbombing event, a week-long festival to be held in Villars, Switzerland, which targets extreme sports fans and dedicated clubbers with a combination of 'boarding by day (and) beats by night'.

ITV1 will broadcast a programme dedicated to the event, which takes place in the week commencing March 29. Snowbombing will also be covered extensively by Radio 1. Now in its fourth year, the event is being renamed Right Guard Xtreme Sport Snowbombing 2003.

Underlining the flourishing appeal of such events, the festival has secured commercial partnerships with a host of magazines, including Elle, Sleazenation and X-Ray. …

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