With England expected to have a decent run at the 2010 FIFA World Cup in South Africa next summer, ITV has signed up two high-profile sponsors for its coverage of the event. Hyundai, which is official car sponsor of the event, and Lucozade Sport (Team England’s official sport drink) have both agreed to packages which cover broadcast, online, interactive and mobile for the duration of the event.
Both deals were negotiated for the broadcaster by ITV Commercial. Acting for Hyundai was ZenithOptimedia while Mediacom London negotiated on behalf of GlaxoSmithKline’s Lucozade Sport. The sponsorship creative for both partners will be handled by M&C Saatchi.