Reebok Forges First Lifetime Sponsorship Deal

03 December 2001

In what is reputed to be the first partnership of its kind, sportswear manufacturer Reebok has forged a sponsorship deal with basketball player Allen Iverson for the remainder of his professional career.

The new deal is set to earn the player tens of millions of dollars, and comes hot on the heels of Reebok’s $200m, ten-year sponsorship alliance with the National Basketball Association.

Iverson, who plays for the Philadelphia 76ers, has been sponsored by the company for the past five years. Reebok has put a range of clothing and footwear created for the player under the I-3 brand at the centre of a new multimedia campaign.

The company has instructed its ad agency, New York’s Arnell Group, to create a marketing drive devoted to the “universal passion that defines the lifestyle of young men.”

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