ITV2 Bags Film Sponsorship For Beckham Games
ITV2 has secured an innovative deal that will see Momentum Pictures sponsor its exclusive broadcast of David Beckham’s first Real Madrid games.
The deal, which represents the first time that a movie title has sponsored a set of football matches, will see Momentum Films use ITV2’s transmission of Real Madrid’s four match, pre-season tour of Asia as part of the launch campaign for its upcoming thriller, Confidence, starring Dustin Hoffman and Rachel Weisz.
The sponsorship, which includes all of ITV2’s live games, prime-time highlights and night-time replays, was negotiated by Tracie Kerten at Carlton sales and Bec Mortimer, marketing manager at Momentum Pictures.
Specially filmed sponsorship bumpers will be shown around ITV2’s transmissions, which start prior to Momentum’s TV advertising campaign to promote the nationwide release of Confidence on 22 August.
Commenting on the deal, Kerten said: “David Beckham’s historic debut for his new club is of massive public interest and Confidence is one of the big feature film releases of the year. This is a big contract for ITV2, and an innovative deal for broadcasting, and we’re delighted to be working with Momentum Pictures.”
The Beckham Live games, which will see Real Madrid face the China Dragons, FC Tokyo, China and Malaysia, will be shown between 2 and 10 August.
ITV2 recently launched a new on-air identity in an attempt to promote itself as a more modern and youthful alternative to the main terrestrial channel. The re-brand includes a new ITV2 logo, idents, break bumpers and promotional graphics (see ITV2 Launches New On-Air Look).
The latest multichannel viewing figures from BARB reveal the increasing popularity of ITV2 and the channel, which has been boosted by its presence on Freeview (see ITV2 Turns Up Heat On Competition During May), saw its audience share rise to 2.14% in May, up from from 0.99% in the same period the previous year.
ITV2 : 020 7843 8000 www.itv2.co.uk
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