MEDIA CHOICE: Ian Darby, Campaign's media editor, applauds Specsavers for its vision in sponsoring Welsh rugby referees

"While this is not exactly a media first (who could forget Happy Shopper's groundbreaking support for English cricket umpires?) Specsavers' deal to become the official referees partner to the Welsh Rugby Union is amusing and a great fit.

"After all, who hasn't been to a game of football or rugby and hurled abuse at the ref for his myopic view of the action? The deal shows that both advertiser and the WRU have developed a good sense of humour and should raise awareness for Specsavers nicely.

"Match officials will wear sponsored kit for the duration of the four-year deal and Specsavers is backing the deal with a range of activity including placards at matches. But let's hope it sells a few pairs of specs to those most in need - the men in the middle."

Client: Specsavers
Medium: Sports sponsorship including kit and in-ground activity
Sponsorship negotiation: Tom Halsey at Total Sponsorship London
Creative: In-house
Brief: Introduce humour into the game and temper aggressive behaviour on
the terraces

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