Walkers signs £1.5m Wolves sponsorship

Walkers’ Doritos brand is to be the new club sponsor of First Division club Wolverhampton Wanderers, in a two-year deal worth up to &1.5m, depending on the club’s success.

The Doritos logo will feature on the Wolves shirts from August and is the biggest deal in the club’s history. It includes branding around the stadium and sampling activity throughout the season.

Walkers chief executive Martin Glenn claims that the Doritos brand has grown 17 per cent over the past 12 months and that the sponsorship was brokered in an effort to make the brand more mainstream.

In a separate move, Walkers plans to promote Doritos to about 300,000 UK festival-goers this summer via travelling outdoor cinemas. Doritos Chillout Cinema marquees – each holding up to 800 people and showing a range of current films – will be set up at Glasgow’s T in the Park, The Leeds Festival and Stafford’s V2002.

The marquees will feature high-quality digital cinema projection systems and a 30 ft screen. Walkers has been working with Dolby Laboratories on the digital cinema technology, while the design and the sampling initiatives have been developed by Manchester-based agency Cartmell Communications.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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