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3 Signs Canon for World Cup TV Sponsorship PDF Print E-mail
Monday, 26 June 2006

Mobile media company 3 has signed a sponsorship agreement with Canon for its World Cup video highlights service. In addition the agreement sees Canon running 30 second adverts on 3's own made for mobile TV show "Berlin or Bust".

The sponsorship deal with Canon follows successful advertising and branding agreements with 118 118, Apple's iPod, Budweiser, Nokia and RedBus Film International.

Mark Joseph, Head of Content Products at 3 said: "This is another big name brand allocating ad spend to mobile media. Canon recognises the opportunity to reach out to a large mobile audience of over 3.5 million viewers tuning into one of the biggest events ever broadcast on mobile. Sponsorship agreements like this will bring benefits to the consumer, making way for more free channels like 3's Berlin or Bust TV show."

Mike Nutley, New Media Specialist, Canon Europe said: "The World Cup is a phenomenal opportunity for sponsorship packages. With the exclusive deal that 4th Screen and 3 put together we can engage with our customers in an innovative way without having to worry about standing out from the clutter in traditional media."

"Mobile and mobile TV is an extremely potent channel, one which will no doubt grow in importance for Canon and other advertisers as consumers increasingly engage with the fantastic array of rich mobile multi-media services that are on offer"

3 offers a market-leading FIFA World Cup service offering three mobile TV channels, video goal alerts, highlight clips, SeeMeTV, celebrity comment and analysis, in-match stats and commentary and a range of games, wallpapers and ringtones. In June, independent research by Argo Group recognised 3's World Cup service as the top offering by a mobile operator.

4th Screen Advertising brokered the deal between 3 and Canon and provided creative and technological expertise to formulate the specially created adverts.

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