Football and ‘Dancing’ – Conti outlines new sponsorships

Contestants in the popular ITV show Dancing On Ice display an impressive level of control on a slippery, cold surface, so the show is perhaps a logical sponsorship choice for winter tyre champion Continental. The tyre maker says it has signed up as headline sponsor for the latest series as part of a seven-figure deal that also includes ITV’s coverage of the England football team next year.

Headline sponsorship of Dancing On Ice and ITV’s England football coverage next year gives Continental Tyres good exposure to male and female audiences. Both sponsorship deals were negotiated by Initiative and the idents will be made by integrated agency Palmer Hargreaves.

“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,” commented Continental Tyre brand and advertising manager Peter Robb. “To be the main sponsor of Dancing On Ice enables us to communicate to a huge audience every weekend. We are looking forward to bringing these sponsorships to life, so look out for activation, especially online and through social media channels.”