Upper Deck has signed Penguins C Sidney Crosby to his first NHL trading card sponsorship deal, an exclusive, multi-year agreement that includes autographs, premiums, packaging and promotional rights ( The Upper Deck Company ). OCEAN BREEZE: ESPN’s Darren Rovell reported surfer Laird Hamilton has signed a contract to endorse the Davidoff Cool Water fragrance brand. Hamilton will appear in print and TV ads for the brand in March ( ESPN.com, 12/15 ). Hamilton said of his new deal, “When I decide to work with a business, it usually has to do with their image, their integrity, and it has to do with the actual application of myself using the product.” Hamilton added his American Express ad campaign “has probably tripled/quadrupled my awareness to non-surfers” ( “ESPN Hollywood,” ESPN2, 12/15 ). DIAMOND MINE: Chiefs RB Larry Johnson said of displaying the “Diamond Cutter” symbol after he scores touchdowns, “I was signed under Team Roc, which is an athletic clothing line that is headed by Jay-Z. ... And me being the only athlete on Team Roc, I always throw it up because (Jay-Z) watches the games now and knows what I’m doing. It’s basically a gesture to him since I’m the only guy representing his clothing line, where it’s a Nike and Reebok world” ( “NFL Live,” ESPN, 12/15 ). GOT A CRUSH ON YOU: AFL Crush QB John Dutton will be the cover athlete for EA Sports’ “Arena Football” game, available in stores on February 7 ( EA Sports ).
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| Hamilton Inks Deal To Endorse Davidoff Cool Water |
