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,
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
Channel 5 has achieved some of its highest audiences to date with its
football coverage, regularly attracting more than three million
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.’