UK broadcaster ITV has sold sponsorship of its coverage of the 2006 FIFA World Cup to Budweiser and EDF Energy in a deal reported at £5million.
They will be ITV’s exclusive joint broadcast, online and interactive sponsors.
The integrated package includes sponsorship of all live coverage and tournament highlights. ITV will share coverage with the BBC, with England’s games alternating between the two until the quarter final stage.
Gary Knight, brand partnerships director at ITV Sales, reported ‘unprecedented demand’ for the sponsorship and from advertisers for slots during World Cup programming.
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