Under the deal, John Smith’s will become the channel’s first ‘Platinum Partner’ and the channel’s ‘exclusive drinks partner’. The agreement will see John Smith’s receive significant advertising on the Racing UK platform.
This is the first time non-racing adverts are being made available around Racing UK programming, a benefit that will be offered exclusively to John Smith’s and to four other platinum partners the channel is seeking in the automotive, travel, finance and construction sectors.
John Smith’s will be running 30-second spot adverts on the channel during each of the John Smith’s-sponsored racedays at Racing UK courses as well as around some of Racing UK’s key events throughout 2008.
Nick Mills, Racing UK Sales and Marketing Director, said: “Racing UK can be seen in over 2.5 million homes now and the quality of our programming, together with our reach, means we offer brands a really exciting way of talking to consumers. Attracting a brand like John Smiths is a great fillip for Racing UK and also gives us every confidence that other big brands will follow suit and take the opportunity to join our Platinum Partner programme.”
