Phelps to Help Hype Mazda in China

Michael Phelps will make a triumphant return to China later this week as part of a marketing campaign for Mazda.

Phelps has signed a one-year multi-million dollar deal with the automaker, brokered by China-based DMG, with an option for a second year. Mazda’s immediate objective is to build buzz around its new Mazda 6 model by featuring Phelps in a series of TV, newspaper and magazine ads, as well as outdoor posters exclusive to mainland China.

The record-setting Olympic swimmer will return to the scene of his multi-gold medal performance at the Water Cube in Beijing as part of a series of personal appearances this month, while the advertising for the campaign is to be produced.

“It’s unique because the Chinese were rooting so hard for their countrymen to bring home the gold,” said Chris Fenton, general manager of North America for DMG. “He’s one of the few non-Chinese athletes who became a real celebrity in that country.”

DMG specifically targeted Phelps for Mazda because of his popularity among Chinese sports fans. Fenton indicated that DMG is eager to retain Phelps’ services for other brands in marketing campaigns in China.

DMG’s international client list includes Volkswagen, Nike, Johnson & Johnson, NBA, China Mobile, TNT, Minsheng Banking Corporation and Fruit of Loom.

The deal was brokered by DMG for Mazda through Octagon which represents Phelps.
“The ability to partner with Mazda in mainland China presents a unique opportunity that is in line with our overall strategy of developing a relevant marketplace for Michael in China,” said Peter Carlisle, Octagon’s Managing Director of Olympics & Action Sports, in a statement.

While Fenton declined to indicate the exact dollar amount for the Mazda deal, he said it’s the biggest marketing deal any athlete has landed in China, except for NBA star center Yao Ming, who plays for China’s national basketball team.