Real Madrid footballer Cristiano Ronaldo’s fashion line CR7 has appointed M&C Saatchi Sport & Entertainment as its retained international marketing and PR agency for 2014.
The appointment follows a launch handled by the agency in 2013 and it has been tasked with creating a global launch strategy for CR7’s second collection, providing international PR support and handling social media integration.
Steve Martin, M&C Saatchi Sport & Entertainment CEO, said: “Integration across above the line and below the line activity is the right approach for forward-thinking brands. It ensures 360 degree thinking, consistency of message and a thorough approach.
“As an agency, we are experienced in handling strategic creative and executional elements across disciplines, therefore a combined brief utilises our resource in an intelligent way.”
The CR7 brand was created by a partnership between Ronaldo and Scandinavian underwear and socks manufacturer JBS Textile Group. New York designer Richard Chai worked with Ronaldo to design the underwear and sock fashion line.