Adidas builds presence in UK football with Sky deal
Adidas is ramping up its presence in UK football during the run-up to the Euro 2008 finals with a major deal to sponsor Sky’s online and mobile network. The move comes despite the England Football team’s failure to qualify for the tournament.
The sports brand has signed a deal with Sky Digital Media to run an integrated campaign across its sports and football properties including Skysports.com. It will also include third party agreements with 16 of the 20 Premier League Club websites and the 365 Media websites, including Football365.
The eight-month deal, beginning later this month, was negotiated by Carat. It will also see Adidas invest in Sky Digital Media’s mobile offering next year.
The campaign will support Adidas’ three major boot ranges, Predator, F50 and Pure, as well as its kit-led relationships with Liverpool FC, Newcastle United FC and Chelsea FC. The campaigns include new creative work and media placements such as webpage takeovers, and advertorials.
Internet market data company ComScore estimates that Sky Digital Media’s online properties attract a collective audience of 6.5 million unique monthly visitors.
The agency earlier negotiated a tie-up between Adidas and Sky Media, which saw the sports brand take advertising on a month-long solus basis on the Sky Anytime on TV service.
