Telegraph Secures Toyota For Cricket Sponsorship
The Daily Telegraph has secured Toyota Avensis as the exclusive six-figure sponsor of its cricket orientated activity from now until the end of the summer.
The deal will see the car brand sponsor a specially-created supplement to mark the start of the England versus New Zealand test match later this week. This will be followed by another branded supplement coinciding with the ICC Champions Trophy in September.
Toyota Avensis will also sponsor the Daily Telegraph Fantasy Cricket League, which starts later this month. The branded competition will allow participants to handpick a cricket dream-team to take them to victory.
The Toyota sponsorship comes just weeks after the Telegraph became the official partner of the England Cricket Board and the England Cricket Team. The deal includes advertising around the perimeter of cricket pitches and 30-second television commercials on replay screens (see Telegraph Stumps Up Cash For Cricket Sponsorship).
Commenting on the deal, James Mann, head of sport sponsorship at Telegraph Group, said: “This deal will augment Toyota’s new sponsorship of the seven test match grounds and reinforces the brand’s relationship with the sport and the cricket audience. It is a good example of the Daily Telegraph using the power of sports coverage to add value as part of a broader sports marketing initiative.”
The Telegraph has secured a number of big-brand sponsorship deals over the last few months as it attempts to broaden its appeal to younger readers. However, the paper continues to see circulation decline despite successfully linking itself with a number of high-profile events (see ITV In Poll Position With Formula One Sponsorship).
The latest ABC results for the six months to April shows that the Daily Telegraph saw its circulation decline by 2.5% year on year to 916,205. However, long-term analysis reveals a slightly bleaker picture for the title.
Telegraph Group: 020 7538 5000 www.telegraph.co.uk
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