Benrus announces partnership with Buffalo Bills

THE BUFFALO BILLS HAVE ANNOUNCED a multi-year partnership with Giovanni Feroce's Benrus brand. / PBN FILE PHOTO/TRACY JENKINS
THE BUFFALO BILLS HAVE ANNOUNCED a multi-year partnership with Giovanni Feroce's Benrus brand. / PBN FILE PHOTO/TRACY JENKINS

PROVIDENCE – The Buffalo Bills have announced a multi-year partnership with Benrus, a military-inspired lifestyle brand headed by former Alex and Ani CEO Giovanni Feroce.
As part of the agreement, Benrus will become the “official time piece of the Buffalo Bills” displaying two large-branded clocks at the north and south towers of Ralph Wilson Stadium in Orchard Park, N.Y.
According to a company news release, Benrus will become the first-ever timepiece displayed in the stadium.
Also, at each home game, the football team and Benrus will recognize one member of America’s armed forces on the field. The soldier will also receive a Benrus Sky Chief watch, the company’s signature timepiece worn by World War II aviators.
An Army combat veteran who retired as a major, Feroce purchased a majority stake in Benrus, which is known for its watches issued to servicemen from World War II to the Vietnam War. His plan is to transform Benrus into a global lifestyle brand of apparel and accessories. He is Benrus’ CEO and chairman.
“Aligning with a great historic brand having such deep military roots is a truly special engagement for our organization,” Bruce Popko, the Buffalo Bills chief revenue officer, said in a statement. “Mr. Wilson, our founding owner, enlisted in the Navy during World War II and served in both the Atlantic and the Pacific. Cultivating a partnership that celebrates the armed forces and our history will resonate with the community and fan base on many levels.”
Said Feroce, “Like the Benrus of yesteryear, the new Benrus of today is synonymous with hard work, loyalty, commitment to excellence and a partnership with the community. The Buffalo Bills are the embodiment of who and what we want to serve in our nation. Today we are proud to announce our partnership with this elite brand and organization.”
Benrus plans to open a retail location at the Armory in Rochester, N.Y. next month, and another boutique in Buffalo, N.Y. in 2015.

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