ITV Secures £3m World Cup Sponsor

ITV has secured foreign exchange company Travelex as the £3m sponsor of its World Cup coverage a month before the event is due to begin.

The fully integrated deal will see Travelex become the exclusive broadcast and online sponsor of ITV’s full coverage and highlights of this summer’s tournament. The package also includes sponsorship of ITV’s soon-to-be-launched World Cup website and branding on all of the network’s World Cup marketing.

Graham Duff, chief executive of Granada Enterprises, said: “This sponsorship deal is a fantastic example of a new international company embracing ITV’s unique integrated coverage. Travelex won the bid not only on the value of its offer but also because of the proposed creative approach.”

The deal, which was negotiated by Walker Media and its sponsorship affiliate SPP, was finalised yesterday following a number of potential proposals.

ITV had reportedly been having difficulty attracting advertisers to its World Cup coverage and earlier in the month reports suggested that the network had been forced to lower the cost of sponsorship by around £1m (see ITV World Cup Sponsorship Under Threat).

ITV: 020 7843 8000 www.itv.co.uk

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