Five Secures Sponsor For Boxing Academy Show
Five has secured Midway Games as the exclusive broadcast sponsor of it new factual entertainment show, Boxing Academy, which launches on the channel later this year.
The deal runs from 18 October to 15 November and sees Midway promote its new fighting game, Mortal Kombat: Deception, through a package of five-hour long programmes and a live final including opening credits, closing credits and break-bumpers.
The new Boxing Academy series will focus on two celebrity trainers as they choose five men to train to the Amateur Boxing Association standard in just over six weeks. It follows the launch of similar shows, American Champion and The Contender, in the States earlier this year.
The deal, which was brokered between Five’s business manager Chrissy Dawson and Steve Smythson at Miller Advertising, will also see Mortal Combat receive accreditation on the extensive on-air promotional trailers, as well as off-air marketing across press and outdoor.
Commenting on the sponsorship, Five’s Chrissy Dawson said: “We’re delighted to have Midway Games onboard as sponsor for Boxing Academy, especially given that Mortal Kombat is one of the best known fighting games in the world.”
Matt Broughton, European Marketing Director at Midway Games, added: “Boxing Academy is round one of a major marketing campaign for Mortal Kombat: Deception, which hits shelves a few days after the live final in November. It’s the perfect demographic for us and we re very excited to be involved.”Five recently launched a dedicated commercial development team to maximise secondary revenue streams outside of traditional spot advertising. The newly created team forms part of the channel’s existing airtimes sales division and is responsible for growing revenue from sponsorship and promotions, interactive, joint ventures, telephony, licensing and merchandising (see Five Launches Commercial Team to Maximise Revenues).
Five: 020 7550 5555 www.five.tv
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