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From Polo Shirts to Polo Sponsorship

Tuesday 24th of July 2007 11:29:56 PM

Even though Ralph Lauren made Polo Shirts an American status symbol decades ago, the company has only recently decided to sponsor an actual polo team, Black Watch. The company will also sponsor one of the team's players and Ralph Lauren model, Nacho Figueras. To celebrate this new partnership, polo shirts with Figueras' number embroidered on the shoulder will be sold in limited quantities in a few of the company's stores.

This is the first time in the company's history that they have sponsored any sports team. In an effort to maintain their image, they have always been selective about which events they have been associated with in the past. While the company has sponsored the US open and golf players like Tom Watson, sponsoring a polo team will be a new challenge.

Polo, unlike other sports played in the US is only regulated to wealthy areas because of the cost involved in setting up matches, training horses, and maintaining lawns that are large enough. In addition to Polo Shirts, Ralph Lauren hopes to launch manufacture other clothing including dresses, button-down shirts, hats, and other items that have the Black Watch logo.

But Ralph Lauren isn't the only one hoping to attract more consumers with this sponsorship. Figueras has his own ideas about designing hors blankets, boots, and other equipment with the company. In addition to being a model, Figueras is one of the best known polo players in the sport.

(c)Krzysztof Ciapala, wwwlsxc.hu

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