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
’By adding broadcast sponsorship into the media mix, there is a strong
platform to strengthen Carlsberg’s links with football and with our