USA Swimming, BIC Announce New Partnership
20 Jul, 2020
USA Swimming, the national governing body for the sport of swimming in the US, and BIC, a world leader in stationery, lighters and shavers, have announced a new partnership – naming BIC the official razor of USA Swimming through 2021.
“We are thrilled to enter a new partnership with BIC as the official razor of USA Swimming,” Chief Commercial Officer for USA Swimming Shana Ferguson said. “In a sport where fractions of a second count, swimmers know the importance of the shave, so this is a fun connection between our sport and the American consumer.”
As the official razor of USA Swimming, BIC will hold activation rights at major USA Swimming events through 2021, including the Toyota US Open, TYR Pro Swim Series events, Speedo Summer Championships and Speedo Winter Junior National Championships: East and West. The partnership also grants BIC rights to official marks and branding for use in marketing materials and vice-versa.
BIC also entered into individual partnerships with Olympic gold medallists Katie Ledecky and Simone Manuel. Ledecky and Manuel will serve as the faces of BIC’s Soleil Sensitive Advanced ‘Game On’ digital campaign.
“Katie Ledecky and Simone Manuel have become the best in the world by demanding performance,” said Mary Fox, General Manager of BIC North America. “With Soleil Sensitive Advanced we are excited to deliver that same dependable performance shave after shave, at an incredible price.”