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July 15, 2003 / 3:53 PM

Lincoln Mercury signs Magic Johnson

DEARBORN, Mich., July 15 (UPI) -- Basketball great Earvin "Magic" Johnson said Tuesday in Dearborn, Mich., he agreed to a multiyear endorsement deal with Ford's Lincoln Mercury division.

The former Michigan State basketball star could help Lincoln Mercury project a more youthful and energetic image to attract more youthful buyers.

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"Magic is not just going to be a celebrity spokesperson for us," Sara Tatchio, Lincoln spokeswoman, told the Detroit News. "He is someone we can develop a much broader relationship with."

Johnson and Lincoln Mercury President Darryl Hazel made the announcement Tuesday at a news conference.

Ford is describing the deal as a "multidimensional marketing relationship" that will include television and print commercials and other cross-promotional materials.

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