Magazine article Marketing

Sony Backs ITV's Rugby World Cup

Magazine article Marketing

Sony Backs ITV's Rugby World Cup

Article excerpt

Sony backs ITV's Rugby World Cup

Sony has signed a 2m [pounds] deal with ITV Sport to sponsor the TV coverage of the Rugby World Cup staged this autumn.

The agreement is believed to be the biggest broadcast sponsorship deal in the UK. Recently relaxed guidelines will allow Sony to have more "American" style plugs than last year's sponsorship of the football world cup by National Power.

All of ITV's burgeoning rugby coverage will now be broadcast "in association with Sony", including England's forthcoming tour of Australia and Fuji.

During the World Cup itself -- the first time the event has been held in the UK -- Sony will get more exposure than any sponsor has previously had on TV. The brand has a 15-second message even before the titles roll. Each ad break will be "topped and tailed" by a ten-second message with a further ten seconds at the end of the match.

"The new improved sponsorship regulations will offer several creative opportunities and provide the perfect platform to enhance the name of Sony," claims ITV's head of sports, Bob Burrows. …

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