Peugeot has announced a two year sponsorship deal with ITV Commercial.
The partnership includes sponsorship of ITV’s coverage of the RBS 6 Nations tournaments, including all England, Ireland and Italy home matches. It covers broadcast sponsorship, highlights shows and a multi-platform activation, which includes catch up and simulcast on the ITV Hub, plus creative executions on itv.com within dedicated RBS 6 Nations pages. The deal was brokered between ITV and OMD UK and covers the 2016 and 2017 tournaments.
The 2016 creative will showcase the new 308 GTi by Peugeot Sport which was recently launched in the UK. The new 308 GTi is a ‘hot hatch’ designed with the sophisticated and enthusiastic driver in mind. Launched as a high-end performance model for the 308 range – itself winner of the prestigious 2014 ‘European Car of the Year’ – the 308 GTi has been developed by the brand’s competitions department, utilising the expertise of its engineers who place winning as a fundamental part of everything they do. One of many aspects that demonstrate this well is its 1.6-litre THP engine being the most-powerful of its size with 270hp.
ITV’s coverage will be led by Mark Pougatch who will be joined by Jonny Wilkinson, Lawrence Dallaglio and Jason Robinson – all members of England’s victorious Rugby World Cup 2003 team, along with their coach Sir Clive Woodward. Former Ireland captain Brian O’Driscoll, ex-Wales captain Gareth Thomas, former Scotland coach Sir Ian McGeechan and England Womens World Cup winner Maggie Alphonsi will also be involved along with former England International Ugo Monye, and Marco Bortolami, who boast 11 caps for Italy.
Mark Pickles, Marketing Director at Peugeot UK said: “The tournament coverage is a great opportunity for Peugeot to reach its target audience and to engage with them to show we have a sportier model range. To be the launch sponsor for ITV’s coverage is a real coup as we too bring a strong and competitive product line-up, a multitude of virtues and performances for the overtaking opportunities that lie ahead with customer conversions.”
Simon Daglish, ITV’s Deputy Managing Director, Commercial, said: “This is the first time ITV has shown this prestigious tournament, and our broadcast coverage partnership with the BBC is a real boon for Rugby fans. We are delighted to be working so closely with Peugeot to activate the sponsorship on ITV.”