The 12-part series, which was commissioned by Channel 4, will be broadcast from 26 July. It will focus on grass-roots, rather than professional, athletics. McCain brand idents will be run around the 30-minute-shows.
The initiative by McCain reflects a growing trend among sport sponsors to promote their associations through brand-funded TV series.
Last year, Coke Zero built on its association with footballer Wayne Rooney through Coke Zero Presents: Wayne Rooney Street Striker, created by M&C Saatchi Sport & Entertainment and broadcast on Sky1.
This year, England rugby union sponsor O2 joined with ITV to create The Big Tackle with Austin Healey, a six-part series which began on 15 March.
McCain's sponsorship manager, Jayne Sawyer, said The McCain Track and Field Show would aim to ‘educate and entertain family audiences'. It is to air in the T4 programming strand.
Sawyer added that she hoped the programme would raise consumer awareness of McCain's sponsorship tie-up with UK Athletics, which started less than a year ago.
McCain will spend £5m on the five-year sponsorship deal and the same amount on activating the tie-in with UK Athletics. The sponsorship is intended to drive McCain's
‘It's all good', positioning, created by Beattie McGuinness Bungay, which is credited with having helped to turn around the business since 2006.
McCain will also continue its Track and Field Roadshows, a series of experiential events held in city centres that give consumers the chance to try athletic disciplines.
Brand ambassadors, including runners Marilyn Okoro, Perri Shakes Drayton, Stephanie Twell and Sally Gunnell, will be present at the roadshows to give advice to consumers.
The brand has also set up McCain Athletics Networks, which bring local athletics clubs together. The aim is to use these networks to provide
better facilities and coaching, as well as free taster sessions, to athletes.
.jpg)
.jpeg)
