MTV Secures Blue Chip Sponsors For Music Awards
MTV has secured a range of high profile blue chip companies to sponsor its forthcoming Europe Music Awards, in deals believed to be worth a total of £10 million.
American Express, Vodafone live! Replay and Foot Locker will sponsor the awards, which will be held in Edinburgh on the 6 November. The event regularly attracts a global audience of over 1 billion viewers and generates extensive media coverage.
The Edinburgh awards will be supported by a four date UK live music tour, featuring exclusive live performances and star guests, who will visit London, Birmingham, Manchester and Newcastle in the run up to the main event.
The sponsorship agreements will include a range of integrated marketing initiatives around the award show and the special live performances. These include; competitions, online ads, inclusion in all of MTV Europe Music Awards 2003 pan-European marketing campaigns and full integration across all the related events.
The deal marks the second year that American Express has sponsored the awards and the partnership is part of the group’s ‘Long Live Dreams’ campaign. The deal will include an exclusive ticket offer for American Express card members, offering them the chance to buy tickets one week before they go on sale to the general public.
American Express has employed a range of media to promote its ‘Long Live Dreams’ ad concept and recently secured a deal with Hachette Filipacchi’s flagship women’s fashion title, Elle, to sponsor a special talent search (see Elle Secures American Express For Fashion Partnership).
Vodafone, FootLocker and Replay have all also developed long standing commercial relationships with MTV.
Commenting on the deals, Dave Sibley, vice president of European marketing partnerships at MTV, said: “The MTV Europe Music Awards is our principal integrated sponsorship property, and Europe’s leading awards show. It is also the most technologically advanced awards show in the world, allowing us to offer our sponsors a truly integrated, powerful campaign.”
He continued: “The MTV Europe Music Awards 2003 is set to be the biggest and best yet, and this, combined with additional marketing opportunities for all of our four sponsors via MTV Europe’s ‘Road To Edinburgh’ will deliver American Express, Vodafone live!, Replay and Foot Locker the widest range of marketing opportunities yet.”
MTV faces growing competition in the increasingly crowded digital music channel market. Emap recently expanded its The Hits network across Sky, NTL and Telewest’s platforms (see Emap Extends New Music Channel). However, the huge publicity generated by its awards shows has ensured the channel has maintained a distinct identity and importance in the music marketplace.
MTV: 020 7284 7777 www.mtv.co.uk
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