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EVERLAST
EXTENDS 'CONTENDER' SPONSORHIP
By John
Consoli
September
29, 2005
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Everlast
Worldwide will continue its marketing agreement to
sponsor the boxing reality show, The Contender, the next
version of which will air on ESPN beginning in April 2006.
The contender will air under the ESPN Original Entertainment
banner, and will be executive produced by Mark Burnett,
Jeffrey Katzenberg and Sylvester Stallone.
The Everlast deal is with Contender Partners, a venture
between Mark Burnett Productions (Burnett), Dreamworks
Television (Katzenberg) and ESPN.
As part of the agreement, Everlast will be the series'
supplier of boxing equipment, active wear, T-shirts and
shoes, whose logos will appear in the series. Everlast will
also once again utilize The Contender hang-tag branding
campaign for a line of Everlast sports apparel and shoes,
along with The Contender branded apparel that will be sold
by retailers and sporting goods stores.
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