ITV signs up Lucozade and Hyundai for World Cup

ITV has signed a deal with Hyundai and Lucozade Sport for the brands to be joint sponsors of the broadcaster’s coverage of the World Cup 2010.

Hyundai, the official car partner of the FIFA World Cup 2010, and Lucozade Sport, the official sport drink of Team England, will be exclusive joint broadcast, online, interactive and mobile sponsors.

The fully integrated package includes sponsorship of all live coverage and tournament highlights across ITV’s channels.

The World Cup 2010, taking place in South Africa, begins on 11 June next year and runs until 11 July.

ITV and the BBC jointly hold the free-to-air UK television rights to the tournament and ITV will broadcast live coverage of matches in addition to highlights and online and interactive content.

Andrew Cullis, marketing director at Hyundai, says:”Hyundai is now in its tenth year of FIFA sponsorship globally and so it is a natural progression for Hyundai UK to help bring the excitement of the beautiful game to fans across Britain by sponsoring live TV coverage.”
Caroline Hipperson, marketing director of Lucozade Sport, adds: “Being part of ITV’s coverage provides us with an exciting opportunity to reinforce our unique relationship with the England team and the difference we can make to players when they need an edge on the pitch.”

The deal was negotiated by the ITV commercial team and ZenithOptimedia for Hyundai and Mediacom London for GlaxoSmithKline’s Lucozade Sport.

The sponsorship creative for both partners will be devised by M&C Saatchi.

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