Leading Russian soccer team Spartak Moscow has acquired a new official sponsor – Procter & Gamble deodorant brand Old Spice .

The Old Spice logo will adorn the left sleeves of the shirts worn by club players, who will also be available to promote the brand in ads.

Spartak is one of Russia’s biggest clubs and also a regular fixture in Europe’s premier club competition, the Champions’ League. Commented Old Spice brand manager Dmitry Ivanov: “Football is the most popular sport here while Spartak is the most famous team.”

Old Spice, on the other hand, has not been faring so well in recent years, having slipped down the table in terms of market share following Russia’s financial crises of 1998. Current brand usage of 3.7%, as measured by Gallup Media, lags rivals Rexona (24%), Gillette (7.9%), Och! (5.3%) and Nivea (7.1%).

News source: Advertising Age - International Daily