MTV Secures EA Games For Pan-European Sponsorship Deal

MTV has secured EA Games to sponsor its new film review show, MTV At The Movies, across Europe.

The six month deal, which begins later this month, will include break bumpers and on-air promotions, as well as outdoor advertising. EA Games will also gain exposure on MTV Europe’s nine regional movie mini-sites, with a banner ad campaign across each of the properties.

The deal will also see the company gain brand exposure at the 2003 MTV Movie Awards, which will be braodcast to 110 million homes across the MTV network.

Dave Sibley, general manager of European marketing partnerships at MTV, commented: “Gaming is integral to the lives of Europe’s youth and since Electronic Arts delivers high quality movie related content specifically for games, the alliance offers the perfect synergy.”

Charles Duindas, sponsorship manager at Mediacom, which brokered the deal, added: “MTV At The Movies provides the ideal vehicle within which EA Games can showcase the brand in a relevant environment and offer something back to the consumer through online and TV spot competitions to win prizes including trips to see the MTV Movie awards in Cannes.”

MTV UK & Ireland recently unveiled a new look, new presenters and new original programming in an attempt to beat-off growing competition from the likes of Emap (see MTV Aims To Beat Competition With New Look), which recently expanded its The Hits network across Sky, NTL and Telewest’s platforms. BSkyB is also preparing to launch three new digital music channels into the increasingly crowded marketplace (see Sky Prepares To Launch New Digital Music Channels)

Viacom-owned VH1 has also announced plans for a new on air look, with new idents designed to reflect different moods in programming.

MTV: 020 7284 7777 www.mtv.co.uk

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