By COLIN GRIMSHAW, campaignlive.co.uk, Monday, 05 June 2000 12:00AM
Express Newspapers’ business development unit has secured two
cross-media sports sponsorship deals worth in excess of pounds
Britvic Soft Drinks has agreed to renew its sponsorship of the Daily
Express Wimbledon tennis coverage.
The deal was negotiated by Tracey Keenan, Express strategic planner, and
Iain Sheldon, account director at sponsorship consultancy SBI.
The promotion highlights the long standing association between Britvic’s
Robinsons brand and the tournament. A sponsored 12-page tennis and
lifestyle supplement will appear in the Saturday magazine on 24 June. An
eight-page Wimbledon preview will feature in the Daily Express on 26
Robinsons will have an ongoing presence on the paper’s sports pages
during the Wimbledon fortnight. The brand will also sponsor the tennis
coverage on Sportive.co.uk and Express.co.uk.
A competition for three pairs of Robinsons hospitality invitations to
the tournament will feature in the supplements and the websites.
The sponsorship will extend to the All England Tennis Club, where
spectators will be able to sample Robinsons High Juice drink and will be
given complimentary copies of the Daily Express.
’We are targeting a predominantly female audience of mums and housewives
who love Wimbledon and the Express provides a great fit,’ said
In another deal, the bookmaker Victor Chandler is to sponsor the Daily
Star’s Euro 2000 football coverage. This includes a 28-page branded
supplement on 5 June, two 12-page follow-up supplements and the paper’s
lead football story on each day of the three-week tournament.
The deal was negotiated by Keenan and MediaCom Direct’s Antony Newfield.
This article was first published on campaignlive.co.uk