ITV’s coverage of the Euro 2000 football competition is to be sponsored by lager brand Carlsberg, the Network has announced. In a deal worth in excess of £5 million, Carlsberg will be the exclusive sponsor of all preview, live and highlights programmes throughout the competition.
ITV said that Carlsberg’s football credentials and commercial proposals to exploit the event ensured it overcame other interested parties. The lager brand has been associated with the European Football Championship through sponsorship since 1988. However, this is the first time that the broadcast of the event has been sponsored by the brand.
The deal was negotiated by Tim Brady, managing director of TSMS Connector, who says: “Without exception, sponsors at all major sporting events are also bidding for the broadcast rights. The level of investment by major brands in sponsorship of ITV Sport has seen extraordinary growth over the last ten years.”
ITV Network: 020 7843 8000
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