Opel links up with MTV for Tigra drive

Opel, General Motors’ European subsidary, has struck a deal with MTV Europe which will result in the production of 2,000 limited edition MTV Summertime Tigra cars.

The licensing arrangement is part of an integrated package to support Opel’s sponsorship of MTV’s summer programming. It is the first time this type of deal has been secured for an entire MTV programme season.

The package was put together by McCann-Erickson and breaks with the launch of on-air sponsorship on July 31.

News of the deal coincides with a restructure of MTV’s sales and marketing department under vice-president, sales and marketing Boris Kaz. Earlier this year, Kaz replaced Frank Brown who moved to Singapore as head of South-east Asia networks.

MTV is working to position itself as a lifestyle, rather than simply a youth channel. “By offering more than music – with fashion, lifestyle, sport and social awareness too – we can give advertisers the full lifestyle target they’re after,” adds Kaz.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here