Shearer strikes Asda sport deal

Alan Shearer, England’s soccer captain and the country’s most expensive footballer, has signed an exclusive merchandising deal with Asda.

Alan Shearer, England’s soccer captain and the country’s most

expensive footballer, has signed an exclusive merchandising deal with

Asda.



The Newcastle striker is endorsing a range of children’s sportswear,

which will go on sale before Christmas under Asda’s George clothing

label.



An adult collection of more subtly branded sports and leisurewear will

reach Asda outlets early next year.



However, Shearer, who is already paid an estimated pounds 1.5 million to

promote Lucozade, will not be appearing in new advertising through

Publicis to announce the range, whose designs he has helped select, but

he will be featured in a George catalogue, using pictures shot by

Publicis at London’s San Lorenzo restaurant last month.



John Wringe, the Publicis client services director with board

responsibility for Asda, said: ’If Shearer had offered to appear in the

ads we would not have refused. But his management does not want him

over-exploited and we had restricted access to him because of his

injury.’



Shearer’s fee for working with Asda is undisclosed but is understood not

to match the reported pounds 1 million being paid to the Spice Girls to

endorse a range of branded goods in what is reported to be the UK’s

biggest merchandising agreement. ’This is a much more long-term

arrangement,’ Wringe said. ’He is a perfect complement to the Spice

Girls.’



The Shearer deal marks a further attempt by Asda to take on the

high-street fashion chains with the George range, launched by the former

Next boss, George Davis, seven years ago. However, the chain has still

to overcome customer prejudice that supermarket clothes are badly made

and unstylish.



’Shearer is right for the George range because, like Asda, he is popular

and very much of the people,’ Wringe added. ’Asda is also very strong on

soccer merchandise because that’s what its customers want.’



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