Axe signs on as official sponsor for ESPN The Party
Participating in this sponsorship deal:
About Sponsor:
Axe (or Lynx in the UK, Ireland, New Zealand, Australia, and China) is a brand of male grooming products, owned by the British/Dutch company Unilever and marketed towards young males. Axe was launched in France in 1983 by Unilever. It was inspired by another of Unilever's brands, Impulse.
About Property:
ESPN is hosting its tenth annual Super Bowl party, rebranded ESPN THE PARTY, on Friday, January 31, in New York City. In conjunction with the release of ESPN The Magazine’s MUSIC issue, the event will celebrate the love affair between sports and music. ESPN THE PARTY will feature live special performances by 2014 Grammy Award Nominees Robin Thicke and Kendrick Lamar along with music by Multiple Grammy Award Winner Jermaine Dupri. Guests can follow the action all night at ESPN’s Microsite www.espntheparty.com, @ESPNMag, and use the hashtag #ESPNTHEPARTY to chat with other fans as well as athletes, celebs, brands, and other VIPs in the house.