Dunlop Slazenger, the sporting goods group, is spending pounds
250,000 on a PR campaign to maximise its sponsorship of sports stars
such as UK tennis ace Tim Henman.
Fleishman-Hillard - the agency hired to execute the programme - will
also manage product PR for the company’s four brands: Dunlop, Slazenger,
Carlton and Maxfli.
F-H pitched against three others to win the business, thought to be
worth between pounds 120,000 and pounds 150,000 in fees.
Dunlop Slazenger previously used local agencies for each of its
The decision to consolidate its PR came after a management buyout from
the industrial conglomerate BTR last spring.
Fleishman-Hillard managing director Barry Leggetter said that the
campaign may expand across Europe and perhaps the US in the future via
the agency’s worldwide network.
The group’s equipment is used by both golf pro Greg Norman and tennis
star Henman, who last week notched up his first ATP win at the Sydney
Leggetter said F-H’s task is to ’re-energise the new look company’ and
create a ’clear brand strategy’ for each label.
Dunlop and Slazenger produce tennis and squash racquets, cricket bats
and hockey sticks. Carlton makes badminton equipment and Maxfli
manufacturers golf balls.