It has just signed an exclusive three-year deal with Nova International to be the media partner of the Bupa Great Run events, British Gas Great Swim events and “Take to the Streets” campaign.
The publisher has also signed a deal with Sportech to bring the Football Pools back to its titles.and to relaunch of the iconic “Spot The Ball” competition.
As part of the Nova International partnership The Daily Mirror and Sunday Mirror will be the exclusive official national newspaper partners.
The partnership kicked off last weekend (2 January) and will include both in paper and online advertising and editorial support of the Bupa Great North Run, Bupa Great Manchester Run, Bupa Great South Run together with other Bupa Great Run events in the U.K.
There will also be monthly editorials promoting the Bupa Great Run Series, British Gas Great Swim Events and “Take to the Streets”, a campaign aimed at getting the nation active, fit and healthy.
As part of the deal the Daily Mirror will run an exclusive ballot for 3,000 readers to win an entry to the Bupa Great North Run, and those who are unsuccessful will automatically be entered into the general ballot.
Mirror branding, including advertising boards and promotional stands, will appear at all events and in all event websites, emails, pre-race information and runner magazines.
The Daily Mirror will also produce post race supplements for the main running events listing all finishers’ race times.
The reintroduction of the Football Pools started with a four-page pullout in the Daily Mirror’s Mania football supplement today (4 January), which includes the first coupon. Every Tuesday the Mirror will carry an editorial column which will include that week’s football coupon.
The revival of the Spot The Ball game in the paper will use classic football images from the Mirror’s football photo archive.
Both the Football Pools and Spot The Ball games will also be available to play on the Mirrorfootball.co.uk website, along with additional pay-to-play, football-related predictor games.