IBM signs as sponsor of ITV Rugby World Cup coverage

IBM, the technology company, is to sponsor ITV's coverage of the Rugby World Cup in New Zealand after signing a multimillion-pound deal.

IBM is sponsoring ITV's Rugby World Cup coverage
IBM is sponsoring ITV's Rugby World Cup coverage

ITV will broadcast each match live followed by an hour-long highlights programme. IBM’s multimedia sponsorship includes a presence on air, online and on mobile platforms.

The idents for the sponsorship, which was negotiated by Mindshare, will be created by OgilvyOne London and will draw on IBM’s "smarter planet" positioning.

Matches will be broadcast live on either ITV1 or ITV4, with action also available on an iPhone app and ITV.com.

The tournament starts on 9 September and matches will kick off as early as 1am UK time.