South African Airlines sponsors Telegraph cricket guide

by Jennifer Whitehead,, Brand Republic 29-Jan-03, 11:00

LONDON - The Sunday Telegraph has signed a six-figure sponsorship deal with South African Airlines, which will see the air carrier back its World Cup cricket supplement.

The supplement appears on February 2, a week before the controverisal tournament starts. It is backed by a £150,000 television advertising campaign, which has been created by Clemmow Hornby Inge. South African Airlines is one of the tournament's sponsors.

The supplement runs to 52 pages, with three pages of advertising and information on the teams, along with the all-important cricket statistics.

The Cricket World Cup has run into controversy because a number of matches are scheduled to be played in strife-torn Zimbabwe, which is facing civil unrest and a famine under the leadership of president Robert Mugabe.

The England team is reconsidering its decision to go ahead with a match on February 13, although this is because of concerns over safety, rather than out of protest at the actions of Mugabe's regime.

James Mann, strategic planner in the Telegraph Group commercial development department, said: "Telegraph Group titles are recognised for their first-class cricket coverage. So a supplement in the Sunday Telegraph provides an excellent editorial platform for South African Airlines to support its event sponsorship of the Cricket World Cup."

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