Mazda engages Phelps as brand ambassador

Beijing - Media and entertainment company Dynamic Marketing Group (DMG) Entertainment has signed an agreement to select Olympic swimmer Michael Phelps as brand ambassador for Mazda in China.

The sponsorship is said to be worth a seven figure deal and is the largest single sponsorship for a western celebrity in China's history.

The 14 times Gold medal winner will exclusively endorse the new Mazda 6 model in a series of ad campaigns from TV commercials, newspaper and magazine ads to outdoor poster advertising and personal appearances.  

D3, an advertising division of DMG, will create the campaign that will roll out in the first half of this year in Greater China.

Dan Mintz, chief executive for DMG said China is increasingly looking to elite personalities to endorse domestic and international brands.

"This is just the first of a number of high-profile partnerships that DMG Entertainment is negotiating that will open a new chapter in China's advertising industry," he said. 

Peter Carlisle, managing director of Olympics & Action Sports for Octagon said the ability to partner with Mazda in mainland China presents a unique opportunity that is in line with their overall strategy of developing a relevant marketplace for Phelps in China.

He said, "Michael is committed to growing the sport of swimming and the fact that an American Olympian is viewed as an effective marketing vehicle in China is another step forward towards that goal."

Phelps, who is returning to Beijing since the Games, said he is looking forward to working with DMG and Mazda on his first automotive campaign in China.