ITV World Cup coverage to be sponsored by Hyundai and Lucozade

LONDON - ITV's football World Cup coverage will be jointly sponsored by Hyundai and Lucozade Sport.

The packages run across broadcast, online, interactive and mobile, with the tournament starting on 11 June and finishing with the final on 11 July next year.

Hyundai is the official car partner of the FIFA World Cup 2010 and Lucozade Sport is the official sport drink of Team England.

The deal was negotiated by ITV Commercial. Team Hyundai ZenithOptimedia acted for Hyundai and Mediacom London for GSK's Lucozade Sport.

The sponsorship creative for both partners will be handled by M&C Saatchi.

ITV1's coverage of the 2006 World Cup peaked with 21.3 million viewers for England vs Sweden. The sponsors, in a deal estimated at more than £5 million, were EDF and Budweiser.

Read more on Brand Republic

Marketing feature on World Cup sponsorship

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