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Porsche signs Steffi Graf

Published on .

LUDWIGSBURG/BROHL -- Porsche has announced it has signed a deal with German tennis star Steffi Graf.

Under the agreement, Ms. Graf will endorse the cars while Porsche will support her three-member junior talent team, handled by Steffi Graf Sport.

The automaker will also continue to promote women's tennis with its Filderstadt tournament, which will mark its 22nd anniversary this year.

Udo Cervellini, responsible for tennis activities at Porsche, says Ms. Graf's appearance in Porsche ads, while not confirmed, is "likely." Klaus E. Kuster is Porsche's lead agency worldwide, which works with local partners for adaptation.

Male German tennis star Boris Becker - now resident in the U.S. - has established a similar arrangement for the promotion of young tennis talent with Mercedes-Benz of Stuttgart.

Copyright January 1998, Crain Communications Inc.

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