NEW YORK: Dan Klores Communications is handling media relations duties for longtime client CKX, which this month bought the rights to boxer Muhammed Ali's name and likeness for $50 million.
DKC president Sean Cassidy said that the agency has been working with CKX head Robert Sillerman for about 15 years, throughout several different incarnations of his company.
The agency will help promote Ali's likeness, along with CKX's two other properties: the rights to Elvis Presley and the "IDOLS" television brand, which includes the American Idol franchise.
DKC's work is focusing on the products rather than CKX itself. "There may be a branding campaign down the road, but right now it's just business-to-business public relations around transactions, and some strategic publicity," Cassidy said.
CKX has not yet decided exactly how it will market Ali's likeness. Cassidy declined to comment on whether the company is planning any further acquisitions.
Ali will retain 20% rights to his name and likeness in the wake of the deal.