April 13, 1995 in Nation/World

Jordan Goes One-On-One With Bunny

Associated Press
 

Watch out Energizer Bunny and Duracell, here comes Michael hyping Rayovac. In his first major endorsement contract since returning to the pro basketball wars, Michael Jordan has signed a long-term deal to promote Rayovac’s batteries.

He’ll appear in advertising and promotional materials for the Madison, Wis.-based firm, which sells 17.5 percent of the $3 billion-plus alkaline and generalpurpose battery market.

Indications are that Jordan signed for a minimum 3- to 5-year-period with Rayovac at more than $2 million per year. That’s before MJ agent David Falk’s cut or fee, which can range from 15 to 23 percent.

Duracell International is the top seller, with nearly 40 percent of batteries, followed by Eveready Battery Co.’s Energizer at 35 percent.

© Copyright 1995 Associated Press. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.


Thoughts and opinions on this story? Click here to comment >>

Get stories like this in a free daily email