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Real Madrid star Cristiano Ronaldo's CR7 fashion line appoints M&C Saatchi Sport & Entertainment as retained agency

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.

Appointment: Ronaldo fronts the CR7 underwear fashion line

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.

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