Everlast Worldwide Inc. announced that it will continue its strategic merchandise, licensing, and equity alliance and agreement with Contender Partners LLC, formed by leading entertainment companies Mark Burnett Productions and DreamWorks Television, involving “The Contender,” the boxing-based reality television show which will air on ESPN in April of 2006.
As part of the agreement, Everlast will be the series' exclusive supplier of boxing equipment, active wear, T-shirts and shoes. In addition, Everlast will once again utilize “The Contender” hang-tag branding campaign for a line of Everlast sports apparel and shoes along with The Contender branded apparel which may be sold through multiple sporting goods retailers and specialty retailers.
Contender Partners and ESPN will also be promoting three Live Boxing Events. The first event will be a live fight airing on ESPN, October 15th at the Staples Center in Los Angeles, featuring a re-match between the “Latin Snake” Sergio Mora vs. “The Pride of Providence” Peter Manfredo, Jr. It will be followed by two other specials, the second one in February and the third date is yet to be determined. Beginning in April, the Network will air Season 2 of the popular boxing drama series The Contender, through ESPN as well as ESPN2 and its other affiliates. Additionally, The Contender will be channeled through various ESPN original programming (i.e. SportsCenter, ESPN Hollywood) as well as its multi-media network of Internet, radio and print properties.
George Q Horowitz, chairman and CEO of Everlast Worldwide Inc., said, “The first season of 'The Contender' yielded great product placement and brand awareness benefits for Everlast. In addition to enhancing our brand awareness and stature, our initial association with the show generated considerable excitement among both consumers and retailers. 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.”
Added Mark Burnett, The Contender, “We are really looking forward to The Contender Season 2 and our continued partnership with Everlast. Through our partnership with Everlast we are looking forward to continuing to build innovative marketing platforms as well as deliver creative television that will captivate our viewers on a weekly basis.”
