Blog: Brands | Bands | Fans

A sounding branding exercise UK singer Alesha Dixon has inked a four-year profit-sharing deal with the LA Fitness gym chain. The partnership is part of a massive £30M marketing drive in 2010 by the gym's owners The Kirk Sandall company. The revenue share deal - based on the company's success over the four year period - will see the singer acting as the face of the company. In addition she will work alongside the LA Fitness board devising new dance and exercise routines and advising on health and fitness issues. Each month [...]