Granada Secures Travelex For ITV Rugby Sponsorship

Granada Enterprises has secured foreign exchange company Travelex as the exclusive broadcast and online sponsor of ITV1’s coverage of this year’s Rugby World Cup.

The integrated deal incorporates all aspects of ITV1’s coverage of the tournament, which takes place in Australia between 10 October and 22 November, including live matches, highlights, promotional marketing and the soon to be launched Rugby World Cup website.

ITV has been the home of the Rugby World Cup since it launched in 1987 and the network claims that this year’s coverage will be the most comprehensive ever, providing viewers with almost 200 hours of rugby action.

The deal was negotiated by SPP on behalf of Travelex, Walker Media and Martin Lowde, director of sponsorship at Granada Enterprises, who said: “The Rugby World Cup is the international sporting event of the year and promises to be the most exciting so far. We are delighted to be able to develop our association with Travelex continuing on from the Football World Cup last year.”

Travelex has pursued a strategy of targeting major sponsorships in broadcast, sports and event arena. The brand secured the broadcast sponsorship of the Football World Cup on ITV1 in 2002 (see ITV Secures £3m World Cup Sponsor) and sponsored Sky’s coverage of the Cricket World Cup earlier this year.

Figures from BARB show that the last Rugby World Cup in 1999 helped ITV1’s daytime share of commercial impacts for the key male audience to increase from an average of 39.4% to over 42% during the course of the tournament.

Granada Enterprises: 020 7396 6000 www.granadaenterprises.com

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