American Lifeguard Association® Endorsement Program

We want to thank you for your interest in obtaining an endorsement from the American Lifeguard Association®, along with your support of our water safety programs and environmental endeavors, which help make our beaches and waterways cleaner and safer for future generations.

American Lifeguard™ and American Lifeguard and Safety Training™ are trademarks used by the American Lifeguard Association® in connection with its health and safety training programs. For more than 35 years, the American Lifeguard Association has provided lifeguard training and certification and has trained more than 250,000 individuals worldwide. The U.S. Department of Labor has recognized the Association’s lifeguard training programs as equivalent to those offered by the American Red Cross.

The American Lifeguard Association has established an excellent reputation in aquatic safety and water safety education. The Association has been featured extensively in national news, providing opinions, recommendations, and safety information to help educate the public. Over the years, the Association has been quoted in numerous newspapers and magazines and featured on national television news.

The American Lifeguard Association has also received support over the years from major corporate entities such as Kmart, TYR, Nike, Oakley, Coppertone, VDL, LG, and Verizon, to name a few. In addition, we have worked with national organizations and agencies, including the American Chemistry Council and the U.S. Consumer Product Safety Commission, in efforts to help make aquatic environments safer for everyone.

Endorsement Fees

American Lifeguard Association endorsement fees start at $5,000 annually, with the specific annual fee depending upon the type of product, service, company, or organization being endorsed and the nature and scope of the endorsement.

The specific terms, permitted uses of the American Lifeguard Association name and logo, length of the endorsement arrangement, and applicable annual endorsement fee are established in the endorsement agreement between the American Lifeguard Association and the endorsed company or organization.

Water Safety and Environmental Leadership

The American Lifeguard Association emphasizes public awareness of governmental and personal responsibility regarding aquatic safety and environmental issues. The Association has worked diligently on environmental initiatives designed to help protect our beaches, waterways, and aquatic environments for future generations.

Over the years, we have helped promote the H2O Think Blue Too movement, along with Jean-Michel Cousteau, son of famed ocean explorer Jacques Cousteau and founder of the Ocean Futures Society. With the help and support of the American Lifeguard Association, the movement has worked to have a positive impact on the appearance and well-being of our aquatic environments.

The American Lifeguard Association also promotes the safe and enjoyable use of aquatic environments through public service announcements and national news media interviews. The Association’s opinions and viewpoints have been aired numerous times over the decades on nationally recognized programs and networks, including the NBC Today Show, Good Morning America, The Doctors, and The Weather Channel. The Association has also worked with national news networks including ABC, CBS, FOX, and NBC.

One example of our national media involvement is a Good Morning America interview addressing the safety of a product category that the American Lifeguard Association has endorsed.

Beach Umbrella Safety Warning – Good Morning America

If our endorsement is given, we believe that association with the American Lifeguard Association can enhance the visibility, credibility, and reputation of an appropriate product or service. An endorsement also provides the endorsed company with the ability, subject to the terms of its endorsement agreement, to promote its relationship with the American Lifeguard Association and use the Association’s endorsement and approved logo in connection with the endorsed product or service.

If you are interested in obtaining an endorsement for your product or service from the American Lifeguard Association, please contact us at alalifeguard@aol.com.

American Lifeguard Association Endorsement Agreement

The American Lifeguard Association, Inc. (ALA) agrees to provide its endorsement to [Company] for [Product/Service Name], as identified in this Agreement.

The endorsement term shall run from [Date] through [Date]. The applicable annual endorsement fee shall be established based upon the product or service and the nature and scope of the endorsement.

In return, ALA will permit [Company], subject to the terms and conditions of this Agreement, to advertise the endorsement and to use the approved American Lifeguard Association endorsement and logo on authorized printed materials, products, advertising, promotional materials, and websites in connection with the endorsed product or service.

Definitions

(a) The term endorsement is generally used herein to cover the endorsement relationship and associated advertising representations authorized under this Agreement.

(b) For purposes of this Agreement, an endorsement means an advertising message, including verbal statements, demonstrations, or depictions of the name, signature, likeness, seal, logo, or other identifying characteristics of an individual or organization, which consumers are likely to believe reflects the opinions, beliefs, findings, or experience of a party other than the sponsoring advertiser. The party whose opinions, beliefs, findings, or experience the message appears to reflect shall be referred to as the endorser and may be an individual, group, or institution.

(c) For purposes of this Agreement, the term product may include a product, service, company, organization, or industry.

(d) For purposes of this Agreement, the term expert means an individual, group, or institution possessing, through experience, study, or training, knowledge of a particular subject that is superior to that generally acquired by ordinary individuals.

General Considerations

(a) Endorsements must always reflect the honest opinions, findings, beliefs, or experience of the endorser.

(b) The endorsement message does not need to be phrased in the exact words of the endorser unless the advertisement affirmatively represents that it is. However, an endorsement may not be presented out of context or reworded in a manner that distorts the endorser’s opinion or experience.

An advertiser may continue to use an endorsement only for as long as it has good reason to believe that the endorser continues to subscribe to the views presented. The parties may address changes in circumstances, products, services, representations, performance, or other material matters in accordance with their contractual commitments.

Endorsements by Organizations

Endorsements by organizations, particularly organizations possessing specialized expertise and experience, may represent the collective judgment and institutional experience of the organization. Any representation concerning an American Lifeguard Association endorsement must accurately and fairly reflect the Association’s endorsement and must remain within the scope authorized under the applicable endorsement agreement.

Confidentiality

The parties understand that the contents and specific terms of this Agreement are confidential and that disclosure to third parties could be detrimental to the interests of one or both parties. Therefore, the parties agree not to disclose the confidential terms of this Agreement without the prior written permission of the other party, except to their respective business advisors, attorneys, accountants, financial representatives, insurers, or as otherwise required by law.

Severability

If any provision of this Agreement is determined to be void, invalid, ambiguous, illegal, or unenforceable, that provision shall be severed or enforced to the fullest extent permitted by law without affecting the validity or enforceability of the remaining provisions.

Entire Agreement

This Agreement constitutes the entire agreement between the parties concerning the endorsement and cannot be altered or modified except through a written agreement signed by both parties. Upon execution, this Agreement supersedes prior negotiations, understandings, representations, and agreements concerning the subject matter of this endorsement, whether oral or written.

Insurance and Indemnification

The endorsed company or provider shall maintain appropriate comprehensive general and liability insurance applicable to its product, service, or operations, with aggregate limits of no less than $1,000,000, unless otherwise agreed in writing.

The endorsed company or provider shall be responsible for claims arising from its products, services, representations, operations, or conduct, subject to the specific indemnification provisions established in the final endorsement agreement.

Governing Law

This Agreement shall be governed by and construed in accordance with the laws of the Commonwealth of Virginia, and each term, covenant, condition, and provision shall be enforced to the fullest extent permitted by law.

About the American Lifeguard Association

The American Lifeguard Association serves as an industry educator, promoter, and provider of aquatic safety information. We provide the public with guidelines governing health and safety practices, provide certification training, conduct and support aquatic safety education, and promote water safety awareness.

For more than 35 years, the American Lifeguard Association has provided lifeguard training and certification and has trained more than 250,000 individuals worldwide. The U.S. Department of Labor has recognized the Association’s lifeguard training programs as equivalent to those offered by the American Red Cross.

The Association conducts and supports water safety education and public awareness efforts and sponsors one of the world’s largest water safety awareness networks.

The American Lifeguard Association also supports and endorses the Think Blue Too Movement, a 501(c)(3) nonprofit organization dedicated to saving and protecting our oceans for future generations. Through education, public awareness, environmental stewardship, and community involvement, the Think Blue Too Movement works to promote cleaner, healthier oceans, beaches, and waterways while encouraging individuals and communities to take an active role in protecting our aquatic environment.

If you are interested in discussing an endorsement for your product, service, company, or organization, please contact the American Lifeguard Association at alalifeguard@aol.com.

We pride ourselves on providing exceptional customer service, monitoring incoming messages 24 hours a day, 7 days a week, and responding in real time or within just a few minutes whenever possible.