ITV signs with two sponsors for WC

Budweiser and EDF Energy have completed a deal with the broadcaster to serve as sponsors for this summer’s World Cup in Germany. The deal is worth a reported GBP 5 million.

The companies will serve as ITV”s broadcast, online and interactive sponsors. The package includes the broadcaster’s live coverage and highlights shows. Earlier, ITV and BBC agreed to split the free TV coverage of the World Cup, with ITV broadcasting two of England’s first-round games and the BBC getting the first choice of games in the knockout stages. Gary Knight, brand partnerships director at ITV Sales, reported ‘unprecedented demand’ for the sponsorship and from advertisers for slots during World Cup programming.