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Published on .

MOSCOW - Procter & Gamble Co.'s OldSpice deodorant this month becomes theofficial sponsor of Spartak, a leadingRussian soccer team.

Spartak players will bear the Old Spice logoon the left sleeve of their jerseys and willbe available to feature in Old Spicecommercials.

"Football is the most popular sport herewhile Spartak is the most famous team,"says Dmitry Ivanov, the Old Spice brandmanager.

Old Spice, once one of the most populardeodorants on the Russian market, lostmarket share following the 1998 financialcrises. Old Spice's brand usage today is3.7%, compared to Gillette (7.9%), Rexona(24%), Och! (5.3%) and Nivea (7.1%),according to Gallup Media.

Copyright March 2001, Crain Communications Inc.

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