Sugar Ray in Thompson's (Bowling) Corner
DALLAS--The Thompson Agency in San Antonio is teaming with former boxing champion Sugar Ray Leonard to launch an estimated $1 million campaign for Track Inc.'s new line of high-performance bowling balls.
Leonard has agreed to appear in Thompson-produced domestic and international print advertising, as well as national broadcast commercials placed on telecasts of Track-sponsored professional bowling tournaments.
The agency's assignments also include public relations, point-of-sale materials, collateral materials and packaging design. Track in San Antonio is a subsidiary of Columbia 300, also a Thompson client.
Although boxing and bowling do not necessarily mix, the agency and client said Leonard is an avid bowler who pursued the Track commercial endorsement deal through his business agent.
"It's a strange fit, and that's the interesting thing about it," said agency president Kenneth Thompson. "He loves to bowl."
Leonard's primary role will be to support the client's new TKO/K.O. Punch line of bowling balls.
Leonard is not the only athlete to serve as a commercial endorser in a field of sport other than his own. Richmond, Va.-based AMF Bowling, a client of The Richards Group in Dallas, utilizes basketball great Michael Jordan.
The TV work is not expected to air until the fall, when the Professional Bowlers Association Tour begins. Thompson said. Track is a key sponsor of several PBA tournaments each season.