ITV signs Sony for exclusive England sponsorship

by Maisie McCabe, Media Week 10-Oct-08, 16:00

LONDON - ITV has secured Sony as exclusive sponsor of its live coverage of England's home qualifiers for the 2010 World Cup.

The partnership between ITV and Sony will run across broadcast, online, interactive and mobile, making Sony the single sponsor of England international content across ITV's portfolio.

Sony's sponsorship will cover all England's home qualifiers for the 2010 World Cup, away friendlies and highlights of all England internationals. The deal includes break-bumpers during live games, plus sponsorship of coverage around ITV's online and mobile coverage.

England's first home qualifier is the fixture against Kazakhstan tomorrow (11 October) and live coverage from Wembley starts at 4.30pm on ITV. Coverage will also be available online at ITV.com and ITV Local.