Israeli basketballer Omri Casspi, who plays for the Sacramento Kings, will endorse products for the food brand Telma, owned by Unilever Israel Group. He will make $200,000 for use of his image on a series of ads for Telma's Cornflakes of Champions.
Unilever Israel marketing manager Ruth Salomon-Goldberg said, "The Telma brand is one of Israel's oldest and leading cereal brands. As part of brand development, we want to express the meaning of the message, 'the power to succeed'. Casspi is one of the persons best identified with Israeli success, and the link between him and the Telma cereal brand - the leading Israeli cereal brand - is natural. We're sure that Casspi will help strengthen our connection with consumers and we thank Orna Banai (a well-known Israeli actress) for her contribution to the brand in recent years."
Casspi said, "Telma is a brand that I - like most Israeli - grew up with since childhood. It is part of my home and family. For me, the connection with Telma, and especially the message it will convey - the power to succeed - is natural, and I am glad of the opportunity."
Former Maccabi Tel Aviv forward Casspi became the first-ever Israeli to play in the NBA at the start of the 2009/10 season.
Published by Globes [online], Israel business news - www.globes-online.com - on April 26, 2011
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