The Sun Bets On World Cup With Ad Deal

The Sun has secured Ladbrokes as the sponsor its World Cup activity.

The Sun‘s football supplement, Supergoals, will feature special World Cup editions in association with Ladbrokes throughout the tournament, which kicks off tomorrow. Each sponsored edition of Supergoals will include promotional offers and advertising space for Ladbrokes, as well as comprehensive World Cup coverage.

In return, Ladbrokes will support the collaboration with co-branded point of sale marketing featuring the tagline: “Put your money where your pride is.”

Ian Clark, advertisement director of News Group Newspapers, said: “This partnership represents a marvellous opportunity for both parties to benefit from a close brand fit. The Sun will drive footfall into Ladbrokes stores and in return will benefit from great offers and advertising revenue.”

Ladbrokes has also sponsored The Sun‘s 2002 Grand National and Cheltenham Festival coverage and has secured a deal with TEAMtalk to promote Ladbrokes.com using the radio station’s World Cup breakfast programming (see TEAMtalk 252 Gears Up For World Cup With Ladbrokes.com).

According to monthly ABC figures for April, The Sun, which is currently embroiled in a price war with the Daily Mirror (see Daily Mirror Cuts Cover Price), has seen circulation decline by 4.1% year on year to 3,351,648, down from 3,493,559 in April 2001.

News International: 020 7782 3922 www.newscorp.co.uk

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