Magazine article Marketing

McCain Pushes Sports Tie-Up with C4 Series

Magazine article Marketing

McCain Pushes Sports Tie-Up with C4 Series

Article excerpt

McCain Foods is to create a TV programme, The McCain Track and Field Show, to push its pounds 10m marketing investment in athletics.

The 12-part series, which was commissioned by Channel 4, will be broadcast from 26 July. It will focus on grass-roots, rather than professional, athletics. McCain brand idents will be run around the 30-minute-shows.

The initiative by McCain reflects a growing trend among sport sponsors to promote their associations through brand-funded TV series.

Last year, Coke Zero built on its association with footballer Wayne Rooney through Coke Zero Presents: Wayne Rooney Street Striker, created by M&C Saatchi Sport & Entertainment and broadcast on Sky1.

This year, England rugby union sponsor O2 joined with ITV to create The Big Tackle with Austin Healey, a six-part series which began on 15 March.

McCain's sponsorship manager, Jayne Sawyer, said The McCain Track and Field Show would aim to 'educate and entertain family audiences'. It is to air in the T4 programming strand.

Sawyer added that she hoped the programme would raise consumer awareness of McCain's sponsorship tie-up with UK Athletics, which started less than a year ago. …

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