Unilever plans Sure-branded football series to air on ITV1

Unilever is investing heavily in advertiser-funded television programming with the launch of a Sure-branded football documentary.

Sure Fans United is a 13-episode factual series of 30-minute programmes that will examine the universal passion of football fans and their love for the game. It will be distributed globally in the run-up to the 2006 World Cup in Germany.

The series, planned and bought through MindShare, starts in the UK on March 22 on ITV1, and will then air in Germany and Russia before being rolled out across the rest of Europe and Latin America.

Unilever global media director Alan Rutherford says that while TV is still an important medium for the consumer goods giant, it needs to be used in new ways.

Rutherford says/ “This new project for Sure is a good example of the sort of approach we want to develop. It’s about using material that is relevant for consumers as part of a 360-degree campaign.

He adds: “Football is clearly relevant to the males who use Sure Sport for Men, and taps into a global passion because the series is about the fans, not the players.”

ITV brand partnerships director Gary Knight backs the project, adding: “The acid test for any show that has a direct advertiser investment is the same as any normal ITV commission – it should offer a compelling TV proposition and have the potential to attract viewers. Unilever and MindShare have clearly achieved those objectives.” The series was produced by Steadfast Television and distributed by SET, both subsidiaries of Apace Media.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

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 are 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.

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