The new £9million ($12.7m) deal for the 2001-2002 season will give Ford exclusive title backing of the 66 live Premier League matches to be broadcast on BSkyB, starting on August 19 with reigning champions Manchester United’s home match with Fulham.
As part of the deal, Ford will also sponsor live coverage of Scotland and the Republic of Ireland’s international football matches, Scottish league and cup football, international rugby union games and the US PGA Tour Golf broadcasts.
Ford marketing director, John Mendel commented: “The BSkyB sponsorship is a major contributor to our overall marketing communications strategy. Over the years, this association has enabled us to build tremendous equity out of Premiership football.”
Car manufacturer Ford has renewed its broadcast sponsorship for BSkyB’s coverage of the English Premier League for the ninth consecutive season. How to Develop Effective Sponsorship Programmes: A new report from SportBusiness Group:
