UM London and Sky have brokered a £2m deal on behalf of Dairy Crest brand, FRijj, to sponsor the Award-winning football show, Soccer AM.
The show is one of Sky’s flagship sports properties recording a total of 8.5million viewers last season and one of the most talked about programmes on television in general.
From A-list guests, to comedy sketches, to the best contemporary music soundtracks viewer participation is integral to the show and something that FRijj are keen to associate themselves with as they look to extend their reach of the young, male audience.
The multi-platform sponsorship will commence on Saturday 15th August and is FRijj’s first foray into TV sponsorship with Sky.
The deal will include broadcast, online, mobile and video on demand sponsorship for the first time and all the creative requirements will be supplied by ad agency Grey.
Mark Dubery, Sales and Marketing Director, Liquids at Dairy Crest said “ We are truly excited to have the opportunity to partner with Soccer AM as it offers a great medium for communicating to our young male consumers.
The humorous tone of the show fits well with the FRijj brand and will allow us to further build brand awareness following the success of the Four Ridges campaign in 2008.”
Phil Cresswell, Head of Sponsorship and Programming at UM said, “We are delighted to once again demonstrate UM’s proactive approach to sponsorship - the link between our client FRijj with a premium broadcaster Sky, and fast moving entertainment show Soccer AM, was too good and too perfect to miss.
Across the course of the season we can demonstrate how all the partners and consumers can benefit from such a closely targeted piece of activity across all platforms.”
Dairy Crest is the UK's leading chilled foods company with a portfolio of household brands such as Country Life, Clover, Utterly Butterly, Cathedral City, FRijj and milk&more.
UM London has been appointed media buying and planning agency with immediate effect.
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