AOL Green Flags Football Sponsorship Deal
Internet service provider AOL has secured breakdown recovery company Green Flag as the exclusive sponsor of its coverage of the Euro 2004 football tournament, which starts later this month.
The deal includes brand integration within AOL’s Euro 2004 area as well as extensive online advertising. AOL users will be able to access the latest news from the tournament and can take part in a specially-branded Euro 2004 fantasy league.
The campaign, planned by Outrider, represents the first major sports sponsorship agreement for AOL and is also Green Flag’s first major online sponsorship deal. The coverage is designed to raise the company’s profile among AOL’s subscribers, currently numbering over two million households in the UK.
Commenting on the deal, Giles Ivey, director of sales for interactive marketing at AOL, said: “We know from our sports channel and the demand for our broadband football highlights offer that many of our members are keen football fans. We expect our Euro 2004 area to really capture members’ attention.”
He added: “As the exclusive sponsor of our coverage Green Flag has extensive brand integration in an area where we expect high traffic levels. Green Flag will also be able to accurately measure the success of the sponsorship as we will be providing research to demonstrate awareness of the brand both before and after Euro 2004.”
The sponsorship follows a similar deal struck between ITV and information technology firm BenQ last month. Under the deal BenQ will become the exclusive sponsor of ITV’s dedicated Euro 2004 website, providing news, statistics and free video highlights of the tournament to fans.
Visitors to the ITV Euro 2004 website will also be able to read exclusive match reports from the broadcaster’s team of football pundits including former England managers Terry Venables, Graham Taylor and Sir Bobby Robson (see ITV Nets Tech Firm For Euro 2004 Website Sponsorship).
AOL: 01268 530919 www.aol.co.uk
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