Everlast to Outfit ESPN’s Contender9/28/2005 8:24 AM Eastern
Everlast Worldwide Inc. will be the exclusive supplier of boxing equipment, active wear, T-shirts and shoes for ESPN Original Entertainment series The Contender under terms of a deal announced Wednesday.
The agreement is a continuation of Everlast’s strategic merchandise, licensing and equity alliance and agreement with Contender Partners LLC, formed by Mark Burnett Productions and DreamWorks Television.
The Contender will enter ESPN’s ring in April, executive-produced by Burnett (Survivor, The Apprentice, Rock Star: INXS), Jeffrey Katzenberg and Sylvester Stallone. The first season of the show ran on NBC.
“The first season of The Contender yielded great product-placement and brand-awareness benefits for Everlast,” chairman and CEO George Q. Horowitz said in a prepared statement.
“In addition to enhancing our brand awareness and stature, our initial association with the show generated considerable excitement among both consumers and retailers,” he added. “We look forward to working once again with Mark Burnett, one of television's truly great innovators. We also look forward to working with ESPN, which provides a targeted medium with which to reach our key male demographic and benefiting from the promotional support that the nation's leading sports cable channel will bring to the show.”