Sharp Signs Multi-Media Deal With Eurosport

Sharp has signed a multi-media sponsorship deal with British Eurosport to sponsor the channel’s entire cycling coverage in 2011 and develop an association with live race data from major events.
The six-figure deal gives the consumer electronics household brand, which also sponsors the Rapha Condor Sharp Cycling Team and The Tour of Britain, sponsorship elements across British Eurosport’s cycling calendar of events.
The deal, which was brokered by Sharp’s media agency, Media by Design, gives Sharp sponsorship elements around titles and break-bumpers on the channel, online advertising throughout www.Eurosport.yahoo.co.uk’s cycling section, TV ad spots, access to editorial vignettes and the ability to provide assets for editorial content on-air or online.
British Eurosport and Sharp have also developed a parallel element to the agreement which will see Sharp’s logo appear alongside official live race data initially during 11 selected televised races to activate Sharp’s role as British Eurosport’s Official Cycling Insight Partner, with a view to develop its own data information stream to enhance the presentation of races from late 2011.
Sharp UK managing director, Paul Molyneux, commented, “This is a fantastic opportunity for us to build on our existing engagement with fans of pro-cycling in the UK. These are the same people we want to be communicating to about Sharp’s innovative products. We believe we can use our mindset as an inventor to deepen the enjoyment and involvement of fans, offering a higher level of insight into the sport and adding a new dimension to Eurosport’s coverage.”
Guillaume Canard Duchene, Head of UK Sales for Eurosport added: “We are delighted to bring Sharp onto the channel. It has already established a relationship with the sport and British Eurosport’s breadth of cycling coverage is the perfect environment for the company to increase its visibility. The additional branding and integration around the race data can only add to our viewers enjoyment of the sport and demonstrate Sharp’s technical abilities.”
The first race to feature Sharp branding and integration was the Spring Classic, Paris-Nice, on Sunday March the 6th.