USA Swimming News

Tuesday, May 19, 2020

USA Swimming Signs Partnership with BIC Through 2021


USA Swimming Signs Partnership with BIC Through 2021

USA Swimming, the national governing body for the sport of swimming in the U.S. and BIC, a world leader in stationery, lighters and shavers, today announced a new partnership naming BIC the official razor of USA Swimming through 2021.

“We are thrilled to enter a new partnership with BIC as the official razor of USA Swimming,” Chief Commercial Officer for USA Swimming Shana Ferguson said.  “In a sport where fractions of a second count, swimmers know the importance of the shave, so this is a fun connection between our sport and the American consumer.”

As the official razor of USA Swimming, BIC will hold activation rights at major USA Swimming events through 2021, including the Toyota U.S. Open, TYR Pro Swim Series events, Speedo Summer Championships and Speedo Winter Junior National Championships: East and West. The partnership also grants BIC rights to official marks and branding for use in marketing materials and vice-versa.

BIC also entered into individual partnerships with Olympic gold medalists Katie Ledecky and Simone Manuel. Ledecky and Manuel will serve as the faces of BIC’s Soleil Sensitive Advanced “Game On” digital campaign, celebrating the confidence and fierce competitive edge that exists inside all women.

“Katie Ledecky and Simone Manuel have become the best in the world by demanding performance,” Mary Fox, General Manager of BIC North America said. “With Soleil Sensitive Advanced we are excited to deliver that same dependable performance shave after shave, at an incredible price.”

Learn more about BIC at bicworld.com.

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