ESPN and Mitsubishi Motors in the UK have paired in a UK digital advertising agreement running from October 2014 to June 2015. The agreement follows several successful campaigns between the two brands over the past 18 months. Manning Gottlieb OMD planned and brokered the agreement.
The new deal will see Mitsubishi Motors featured throughout the year across key sections of ESPN’s suite of digital properties, including ESPN.co.uk, ESPNcricinfo and ESPNFC on desktop, mobile phones and tablets.
The agreement includes season-long sponsorship of ESPN’s extensive coverage of the Barclays Premier League on ESPN FC in the UK, integration with the January Transfer Window coverage across ESPN’s sites (and integrating social media), digital video advertising, as well as the first sponsorship of ESPN.co.uk’s ‘Breaking News’ bar. It will also include campaign elements surrounding The Cricket World Cup, Rugby Union Autumn Internationals and Six Nations, and the ATP Tennis Finals.
The agreement will also see ESPN work with Mitsubishi Motors to conduct original consumer and market research around the brand in the UK.
Kate Woodward, General Manager of Communications at Mitsubishi Motors in the UK said:
“This has been an amazing 12 months for our brand and during this period we have been delighted with the results from our ESPN activity. With volume growth of over 64% so far this year we are keen to put in place longer term partnerships to build on this success and the ESPN partnership will play a key role in our digital plans.”
Russell Pedrick, ESPN UK Sales Manager, said: “Mitsubishi Motors in the UK has been a great collaborator and we are excited to be entering this agreement that builds on a number of successful campaigns over the past 18 months. Mitsubishi Motors in the UK is targeting a premium male ABC1 audience to showcase a range of models such as the ASX and PHEV, through a combination of integrated digital solutions and high impact display across multiple devices.”