Under the deal, which was negotiated by ZenithOptimedia, Sport’s 300 distributors will dress up in official replica England tops when they hand out copies of the magazine next week.
All 317,093 issues of the issue will carry a four-page cover-wrap featuring O2 branding. The creative uses an image of an England player’s fist grasping a red rose. There will also be a series of rugby-themed O2 ads appearing in the free weekly.
The aim of the media partnership is to encourage consumers to attend O2’s Scrum in the Park rugby festival, which is taking place in London’s Regent’s Park on Sunday 2 September.
O2 has sponsored the England team for over four years. The Rugby World Cup tournament kicks off in France on Friday 7 September.
Ben Bold, Media Week, 24 August 2007, 12:25pm
O2 teams up with Sport mag for Rugby World Cup
LONDON - Sport magazine has tied up with mobile phone brand O2 to support England in next month's Rugby World Cup.
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