Seattle – HTC signed a multi-year agreement with Robinson Cano, six-time MLB All-Star and Seattle Mariners second baseman, as its first athlete brand ambassador.
Cano will "assist HTC in connecting with new fans" and "advocate for the brand in non-traditional advertising formats," HTC told TWICE.
The company cited Cano’s “dedication to sportsmanship and mentorship” as the “defining factors” in naming Cano as its North American ambassador.
“Robbie’s authentic enthusiasm for our products, brand and company values made the decision to work together easy,” said HTC Americas marketing VP Erin McGee. HTC is “driven by passionate employees who believe in teamwork, co-creation and empowering others to pursue their brilliance,” he said. “Robbie’s leadership on and off the field aligns seamlessly with HTC’s core values, and we are excited about his contributions over the next few years.”
Besides his baseball career, Cano established the RC22 Foundation to serve underprivileged youth worldwide. The foundation plans to build a Montessori school and community education center in Cano’s home country of the Dominican Republic.
Cano’s ambassadorship isn’t HTC’s first promotional tie-up with a public figure. In August 2013, the company announced the worldwide launch of an ad campaign starring actor Robert Downey Jr., who signed a two-year deal with HTC. This year actor Gary Oldman did a series of TV commercials for the HTC One M8.