Carlsberg to sponsor ITV’s entire Euro 2000 coverage

ITV has secured a pounds 5 million sponsorship deal with Carlsberg, in which the lager brand will sponsor ITV’s entire coverage of the Euro 2000 football championships.

ITV has secured a pounds 5 million sponsorship deal with Carlsberg,

in which the lager brand will sponsor ITV’s entire coverage of the Euro

2000 football championships.



The deal was negotiated on behalf of ITV by Tim Brady, managing director

of TSMS Connector, the sponsorship division of TSMS.



The sponsorship package will cover all Euro 2000 previews, live coverage

and highlights, in June and early July.



According to Brady, football credentials line-ups and commercial

proposals will be put forward over the coming months to exploit the

event to its maximum.



Although Carlsberg has sponsored the Liverpool and England teams, this

the first time it has sponsored a tournament. Vauxhall sponsored the ITV

coverage of Euro 96.



Brady said: ’sponsors of all major sporting events are also bidding for

the broadcast rights.’



Doug Clysdale, head of marketing and sales at Carlsberg, commented:

’Advertising presence and space will be at a premium during this

sporting event, as the world and his wife will be talking about

football.



’By adding broadcast sponsorship into the media mix, there is a strong

platform to strengthen Carlsberg’s links with football and with our

consumer base.’



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