Wilkinson Sword backs C5 soccer

Channel 5 has underlined its commitment to top-class football by signing up Wilkinson Sword to sponsor all Channel 5 soccer coverage into the next millennium.

Channel 5 has underlined its commitment to top-class football by

signing up Wilkinson Sword to sponsor all Channel 5 soccer coverage into

the next millennium.



The multi-million pound deal, the exact cost of which is being kept

under wraps, gives Wilkinson Sword sponsorship credits at the beginning

and end of all matches, as well as break bumpers. There will also be

extensive spot advertising activity on the channel.



Channel 5 has the rights to Chelsea and Aston Villa matches in Europe

and is planning extensive coverage of the Euro 2000 qualifiers,

involving all four home countries.



The sponsorship kicks off with the Chelsea versus Real Betis European

Cup Winner’s Cup quarter-final on 5 March.



The deal was engineered by Channel 5 and the sponsorship agency, Movie

and Media Sports, and was negotiated by Wilkinson Sword’s media agency,

the Network.



According to Wilkinson Sword’s marketing director, Warwick Owen, ’The

rising profile of Channel 5’s football fits well with our target

audience.’ He added: ’This deal further consolidates our association

with high-level football and its attractive audience for the foreseeable

future.’



Channel 5 has achieved some of its highest audiences to date with its

football coverage, regularly attracting more than three million

viewers.



Channel 5’s sales director, Nick Milligan, said the sponsorship tie-up

would go further than simply an on-screen presence for Wilkinson Sword

and will include credits on all of Channel 5’s promotional advertising

for the football matches.



’Both parties will be working hard to ensure the association is

successful,’ Milligan said. ’We will be looking at all sorts of

innovative ideas for maximising the relationship.’



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