Magazine article Marketing

Sega Nets ITV's European Championship Coverage

Magazine article Marketing

Sega Nets ITV's European Championship Coverage

Article excerpt

Video games giant Sega is hotly tipped to have picked up the broadcast sponsorship contract for ITV's coverage of the European Football Championships this June.

The deal, advertised at a minimum price of 950,000 [pounds], is the most prized sponsorship in ITV's portfolio this year. It follows Sony's success with the Rugby World Cup in October of last year.

ITV has been selling the notion of combining on-screen activity with below-the-line promotions. Earlier this year it hired a specialist consultant, Roar Marketing, to develop off-screen opportunities to go with the sponsorship.

Sega gets start, end and ad break credits. And given its line of business, there is considerable scope for eye-catching creative work - possibly featuring Sega's spiky mascot Sonic the Hedgehog.

The move is Sega's biggest ever sponsorship and follows hard on the heels of last week's link up with the Capital Radio Roadshow. The timing of the deal will also help Sega distract attention from rival Nintendo, which launched its Super NES over the Easter weekend with a 1. …

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