ITV signs deal with Sony to be World Cup sponsor

ITV is believed to have landed Sony as a multimillion-pound sponsor for this summer's World Cup and is in final talks to secure alcohol and finance brands.

ITV: three key sponsors
ITV: three key sponsors

The broadcaster’s three key sponsors of the football tournament in Brazil next month will generate £6 million, which sources said was healthy but not a record haul.

Beyond its top sponsors, ITV expects ad revenue to lift 12-13 per cent in the second quarter as brands attempt to associate themselves with one of the most widely viewed sporting events in the world.

ITV is charging up to £250,000 for a 30-second spot during England’s World Cup qualifiers and will raise this further if the team progresses to the final 16.

Channel 4 and Sky are both forecasting ad revenues to increase by around 10 per cent in the second quarter.

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