Eurosport agreed a new co-marketing agreement with Columbia Sportswear Company for a multi-platform advertising campaign to run on Eurosport and Eurosport websites.
The partnership will promote Columbia’s outdoor brand in spring and summer and the company-sponsored professional cycling team, Team Columbia-Highroad. Eurosport will offer tailor-made commercial solutions highlighting the association between Columbia and active sports and cycling, such as promotional billboards, spot campaigns and sponsorship deals around major cycling competitions.
On-air and during the Tour de France Eurosport will produce, "Inside the Team", a dedicated daily magazine programme which takes a behind-the-scenes look at Team Columbia-Highroad riders in the greatest and most exciting of cycling races.
Columbia will also sponsor Eurosport's coverage of the Tour de France. There will be six-second TV billboards before and after shows, and complementary online activity around the event and its riders.
Online there will be a dedicated microsite communicating core Columbia messages and running consumer competitions and online cycling forums. The partnership will also be displayed through joint public relations and trade events, as well as co-branded merchandise.
The Eurosport and Columbia partnership is also set to involve other big cycling tours and classics as well as winter sports campaigns and marketing programmes highlighting the “Road to Vancouver 2010”.
"This deal with Columbia, a market leader in outdoor sportswear, showcases our ability to provide a brand instant, coherent creative solutions across Europe. On air, online and through promotional activities − Eurosport and Columbia will join forces to bring viewers the very best of outdoor sports in 2009," says Jacques Raynaud, Vice-Chairman, Eurosport
"We are excited about this truly European partnership with Eurosport, the number one media for outdoor activities and sporting events across Europe. It will offer great exposure of the cycling sport and Columbia Sportswear brand among enthusiast and recreational audiences who enjoy the outdoors,” said Christian Finell, General Manager Europe of Columbia Sportswear Company.
