Google Pixel and KFC Delivery are set to sponsor ITV’s coverage of the FIFA World Cup Qatar 2022.
The split sponsorship deal will begin on 20 November when the tournament starts and will end on 18 December.
Organised by Essence, Mediacom, Group M, Mindshare and Media Futures Group, the sponsorship will cover digital, broadcast and social media content across ITV’s platforms.
According to Campaign, ITV’s guide £10 million price for the deal was exceeded.
The news comes weeks after Budweiser partnered with global football superstars Lionel Messi, Neymar Jr. and Raheem Sterling to offer fans the chance to win exclusive prizes – including an all-expenses paid trip to Qatar for this year’s World Cup.
While the BBC shares the broadcast rights for the World Cup with ITV, the latter will air England’s first game against the US as well as many other group stage matches such as Brazil vs Switzerland and France vs Denmark.
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“We can’t guarantee that football is coming home for a second time this year, but there’s one thing we are sure about: KFC is,” KFC UK and Ireland chief marketing officer, Jack Hinchliffe, said.
“We’ll be bringing delicious fried chicken to millions of homes across the nation with KFC Delivery and that’s why we are proud to sponsor ITV’s World Cup coverage. It’s a perfect partnership – there’s no better way to enjoy the World Cup than to tune in at home, feet up on the sofa with a KFC Delivery on the way.”
KFC and Google Pixel will create bespoke idents to accompany ITV’s coverage of 33 matches during the tournament.
ITV director of commercial sales and partnerships, Mark Trinder added: “The Fifa World Cup will be the outstanding marketing opportunity of the year reaching millions of hearts and homes around the UK. It will offer brands an opportunity to create campaigns that straddle a period of excitement and consumer spending in the run-up to Christmas.”
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