Once in a while you read about something you've done, which is recognised as being really worthwhile. Back in 2003, my dad and I were chatting about King of Shaves sponsoring financially challenged young sports boys and girls of the future, and thought it would be a 'Good Thing' to do.
Coincidentally, I received a letter from a young British fencer called Paul Dazelely, asking if King of Shaves would sponsor him.
Thus the King of Shaves Young Blades bursary & sports partnership was born. Launched in 2003 by Colin Jackson, King of Shaves now sponsors up to 12 young athletes, all aiming to compete in the 2012 Olympics and Paralympics. The scheme is now headed up by King of Shaves brand ambassador, Chelsea & England captain, John Terry and Shelley Rudman, Olympic silver medallist in the 2006 Winter Olympics.
And the reason I write this blog now? Well, in this week's Marketing magazine there's a four page article by Ed Kemp, examining the benefits of sponsors of signing them up before they hit the big time. Wade Bennett-Jackson (20) was 16 when King of Shaves signed him, and his other sponsors are McDonalds (Multi-Billion brand), Virgin (Multi-Billion brand) and Nike (obviously).
Will King of Shaves be a multi-billion pound brand? Well, like Wade winning the 2012 100m and 200m sprints in the London 2012 Olympics, I think so.
Go on. Back a (young) King!
