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EDF Energy and Peugeot are jointly sponsoring the whole event in a full interactive deal. The two brands are making the most of itv.com and the red button service accompanying the coverage. Exclusive sponsorship of the Rugby World Cup's website and branding on all marketing is part of the arrangement. Keith Impey at Sponsorship Media acted for EDF Energy and Ross Minot at OMD Fuse for Peugeot.
The event is important for ITV after last year's disappointing Football World Cup, which failed to boost ad revenues in the way it had been predicted. ITV is spending £30m on its six-week coverage of the Rugby World Cup, in an attempt to mirror the success experienced in 2003, when 42m viewers watched at least some of the Rugby World Cup on ITV1.
In 2003, 77% of AB1 men watched the tournament. Many of these young upmarket men are not the regular viewers of the network.
Every one of the 48 matches will be broadcast live on ITV1 or ITV4 as well as being simulcast on ITV.com for the first time. In another first, digital viewers will be able to hear uninterrupted what the referee is saying to players during every match, with the Referees Mic Feed, via the Red Button service.
Presenters like former England captain, Martin Johnson and South African player Francois Pienaar have been secured, as well as many other familiar faces.
Fashion label Eden Park has been selected by ITV to provide the formalwear and casualwear for the presenting team and pitchside commentators. The label secured the same deal for the 2003 Rugby World Cup.