The UK’s leading sports equipment manufacturer, Dunlop Slazenger
Group, has appointed Shine Communications to handle its UK PR and
co-ordinate European PR.
For a six-figure fee, Shine will work across the group’s brands, which
include Dunlop, Slazenger, Maxfli which makes golfing equipment and
Carlton’s badminton goods.
Dunlop Slazenger previously retained Fleishman-Hillard for UK consumer
and sponsorship PR, but dropped the agency in November.
Shine was set up at the end of 1997 by former F-H director Rachel Bell
and F-H manager Julia Newton. Bell and Newton worked on the Dunlop
Slazenger account at F-H. Shine has already handled project work for the
group and won the work without a competitive pitch.
In the UK, Shine will win publicity for Dunlop Slazenger’s on the back
of its player and events sponsorships. These include the Wimbledon
tennis championship, tennis star Tim Henman, golfer Greg Norman, and
cricketers Mark Ramprakash and Ben Hollioake.
Shine will work across Europe on launch strategies for new products and
player sponsorships, and will create central press materials.
The sports group changed hands after a management buy out in 1996, and
appointed Philip Parnell as chief executive in April 1998.