Milka and Eurosport link-up for winter sport promotion

by Maisie McCabe, mediaweek.co.uk 28-Oct-09, 15:50

LONDON - Milka has formed a commercial tie-up with Eurosport to promote its association with winter sport and its sponsored ski team, the Milka Ski Girls.

The deal includes a number of on-air billboards that will be visible during Eurosport's coverage of the Alpine Ski World Cup, which starts this month and runs until March, and the Alpine events at the 2010 Vancouver Olympic Winter Games in February next year.

In addition to online masthead banners on each of Eurosport's nine websites, the partnership includes a microsite, www.milkaskigirls.com, to promote the Milka Ski Girls. The microsite will have pictures, blogs and videos, as well as competitions to win prizes, including a trip to the Alpine Ski World Cup finals.

The deal includes a tailor-made TV series that follows five female skiers from the Milka team and includes behind-the-scenes reports as they prepare to compete over the season and will air until February.

Eurosport is an official Olympic broadcaster and the pan-European TV channel is broadcast in 20 languages, reaching 117 million homes and 240 million viewers across 59 countries.