Budweiser And EDF Energy To Sponsor ITV World Cup

ITV has announced its sponsorship partners for the 2006 FIFA World Cup, with beer brand Budweiser and EDF Energy receiving joint broadcast coverage throughout the tournament.

The broadcaster’s coverage, which begins in June, will also see the two sponsors share online and interactive coverage, with iTV elements offered as part of the package for the first time. In addition, all of ITV’s World Cup marketing will feature the sponsorship.

The integrated package will see branding from the two companies feature across live coverage and tournament highlights, as well as exclusive sponsorship of ITV’s World Cup website at www.itv.com/worldcup.

Jim Gorczyca, Budweiser’s UK marketing director explained the deal’s significance, stating: “Budweiser has been the official beer of the FIFA World Cup since 1986 and we are always looking for new and innovative ways to connect with adult consumers to promote our sponsorship.

“ITV’s FIFA World Cup broadcast coverage delivers huge viewing figures across a variety of media platforms that reach our target demographic of males 18-34.”

Louise Poole, head of brand at EDF Energy, added: “As a mass market brand we feel this is great property to associate with, and believe it will excite and inspire both our customers and employees alike.”

ITV Sales’ brand partnerships director, Gary Knight, revealed that competition for the sponsorship rights had been tough, with “unprecedented demand” for the sponsorship package reflecting the overall interest seen by the broadcaster from advertisers surrounding the football tournament.

Last week saw ITV announce its arrangements with the BBC for sharing coverage of World Cup games, with the broadcaster’s first screening of an England game scheduled for 15 June, with England v Trinidad & Tobago (see BBC And ITV Agree World Cup Coverage Share).

ITV: 020 7843 8000 www.itv.com