By Denna Bowman
It is the perfect partnership – Continental tyres is gliding onto our televisions this winter as the official sponsor of ITV’s primetime family entertainment show, Dancing on Ice.
The eighth series of the show will provide the perfect stage for Continental to promote its winter tyres to a massive audience.
ITV has struck the multi-platform sponsorship deal with Continental Tyres for Dancing on Ice and also its 2013 coverage of the England football team.
The deal will see the automotive supplier run online and TV sponsorship for the eighth series of Dancing on Ice, which kicks off next year.
Continental Tyres, which is already a long-standing official sponsor of the FIFA World Cup 2014 and EUFA Euro 2016, will also run cross-platform advertising around the 12 international England football games scheduled for next year.
Peter Robb, Continental brand and advertising manager, said: “To be the main sponsor of Dancing On Ice enables us to communicate to a huge audience every weekend.”
He added: “The sponsorship of ITV’s coverage of England into 2013 is a perfect fit for our brand and is a great way to show our commitment to football at a local level.”
And he concluded: “We are looking forward to bringing these sponsorships to life, so look out for activation, especially online and through social media channels.”