• Brandweek, Wednesday, March 15, 2006 12 PM

Food marketer Campbell Soup is joining forces with the clown princes of basketball--the Harlem Globetrotters--to promote the benefits of an active, healthy lifestyle to kids. Under terms of the three-year agreement, the company will act as a presenting sponsor of the team, which is now based in Phoenix. "We are very committed to helping improve the health of children and this new relationship will help us highlight the benefits of active play," said Douglas Conant, president and CEO of Campbell. Plans calls for both Campbell and the team to participate in pre-game clinics and summer camps for kids, and Campbell will tout the team on the Internet, in point-of-purchase materials and in free-standing inserts. The Globetrotters will feature Campbell's logo in its TV and print ads promoting the team's 2006 North American tour. "Organizations succeed by aligning themselves with those who share their goals of leadership, innovation and passion for execution," said Mannie Jackson, chairman and CEO of the Harlem Globetrotters.

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