Colgate-Palmolive Signs Sharapova to Endorsement Deal

Colgate-Palmolive has signed a multi-year sponsorship with teenage tennis star Maria Sharapova for its global deodorant, antiperspirant and body spray brands, which include Lady Speed Stick in the U.S. and Soft & Gentle and Palmolive in Europe.

The initiative with Sharapova, the 2004 Wimbledon champ and the world's second-ranked female player, will enable Colgate-Palmolive to further those brands through numerous consumer and trade channels, including advertising, in-store, promotions, p.r., direct marketing and online opportunities.

This global sponsorship was negotiated through IMG, her management company.

"Maria is one of the most internationally recognized, popular and admired players in the game of tennis. We believe that on a global basis, she is uniquely suited to help us build our brands," said Mary-Ann Somers, Worldwide Director, Under Arm Products, Colgate-Palmolive, in a statement. "Last year, Maria played in 20 singles tournaments in 11 different countries, and her popularity continues to grow."