Peugeot to sponsor the Six Nations on ITV

ITV has signed a two-year sponsorship deal with Peugeot for its Six Nations rugby coverage.

Peugeot to sponsor the Six Nations on ITV

The car brand’s media agency, OMD UK, brokered the estimated £2 million deal.

ITV will air sponsorship bumpers at the start and end of commercial breaks. In addition, online ads and activation, including creative executions, will appear on the broadcaster’s online and catch-up platform, The ITV Hub.

Havas Worldwide and its digital and data shop, Havas Helia, created the work.

ITV will broadcast the Six Nations for the first time when the tournament begins this weekend, and the sponsorship covers all of the England, Ireland and Italy home matches in 2016 and 2017. The BBC has the rights to the other games.

Simon Daglish, ITV’s deputy managing director, commercial, said the partnership with the BBC was "a boon for rugby fans" because it kept the live games on free-to-air TV.

Sky was said to have bid aggressively for the rights last year but rugby chiefs wanted the coverage to reach as large an audience as possible.

Peugeot plans to use its sponsorship to promote the 308 GTi Sport model.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).