Leading disposable consumer products company Bic has become the official razor of USA Swimming and has signed individual partnerships with two United States Olympic gold medalists Katie Ledecky and Simone Manuel.
As part of the partnership, Bic will hold activation rights at major USA Swimming events through 2021 – which covers the postponed Tokyo Olympics – including the Toyota US Open, TYR Pro Swim Series, Speedo Summer Championships, and Speedo Winter Junior National Championships: East and West.
The partnership also grants Bic, which predominantly makes stationery, lighters, and shavers, rights to official marks and branding for use in marketing materials. Terms were not disclosed.
In addition, Ledecky and Manuel have become the faces of Bic’s Soleil Sensitive Advanced “Game On” campaign, which celebrates “the confidence and fierce competitive edge that exists inside all women.” The partnership extends through 2021.
“I’m proud to partner with Bic and my teammate, Simone, to discuss how important it is that women have confidence in themselves and not be afraid to show it,” Ledecky said. “There’s no telling how many people we can inspire through our actions; whether competing for medals on a global stage or conquering our everyday responsibilities at work or at home. Confidence is key and the ripple effect can be massive.”
The partnership is a rare commercial deal amid the Covid-19 pandemic, especially for US Olympic national governing bodies which have especially suffered during the health crisis.