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LOS ANGELES When Universal Picture’s Wimbledon opens tomorrow, it will mark the first exclusive movie marketing tie-in for Prince Sports.
In a marketing plan spearheaded by Marina del Rey, Calif.-based independent Formula PR, Prince products are being promoted as the “Official racquets of Wimbledon, the movie.”
“This is the first time we’ve done this kind of promotion,” said Linda Glassel, vp of sports marketing and communications at the Bordentown, N.J., company.
“Wimbledon will bring greater value to [the product] among mainstream consumers,” said Formula PR president Michael Olguine, explaining that Prince racquets, long popular with serious players, provide an element of “tennis heritage” to the film.
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