ITV2 has bought the rights to Newcastle United's Uefa Cup home matches at St James's Park for 2004 and 2005. This marks the first time ITV2 has ever changed its branding for a show or event and was devised in-house by ITV's Network Promotion's Unit.
An onscreen promotional campaign starts this week and will feature heavily around ITV's Champions League coverage to attract more football fans.
Euan Hudghton, head of marketing for ITV Channels & Sport, said: "We're the television home of Newcastle United in this year's Uefa Cup and the rebranding to ITV Toon on match days is designed to firmly establish this in our viewers minds."
Freddy Shepherd, chairman of Newcastle United, said: "We have a terrific and long-standing relationship with ITV, which is a great friend of the club, and we are certain the deal will be of mutual benefit to both parties."
The first Newcastle United Uefa game against Israel-Arab team Hapoel Bnei Sakhnin will air on ITV Toon at 7pm tonight.
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