When underwear maker Jockey International’s sponsorship deal with football star Tim Tebow was announced on Tuesday, July 27, 2010 it was one of thousands of stories that went out over the wire that day—many of them propelled by media relations efforts that went unsung. Recognizing that there are PR lessons to be learned from even the most mundane of stories, PR News decided to track the Tebow deal story from beginning to end. What we discovered is that media relations success lies in roll-up-your-sleeves dedication and attention to details, regardless of an impossible deadline. SPRING 2010 Not that the Tebow/Jockey announcement was mundane. There’s nothing average about Tebow, the two-time national college football champion and Heisman Trophy winner.
Hurry-Up Offense Propels Rollout of Jockey/Tebow Sponsorship Deal
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