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T-Mobile: World Cup presence

Times Newspapers has pulled off a major sponsorship deal with T-Mobile to support its coverage of the World Cup.

The partnership with the company - the official mobile phone network of the England team - is estimated to be worth £500,000 and will see T-Mobile sponsor all Times Newspapers' platforms in what the publisher says is its first multi-platform interactive marketing partnership.

Times Newspapers spokeswoman Katie Vanneck said: "The timing of the World Cup presented challenges to newspaper publishing. We took this as an opportunity to look for new solutions."

The sponsorship package - negotiated via T-Mobile's media agency Starcom Motive - covers a five-week daily presence within The Times, The Sunday Times and Times Online, title sponsorship of The Times World Cup Football handbook and backing of the so-called World Cup VIP pass - offering free access to the Times Online World Cup website, e-mail updates on the games and entry to Times' Fantasy World Cup game. The latter also includes a five-week newspaper subscription to both titles.

T-Mobile sponsorship manager Toby Hester said: "The deal will provide us with a great opportunity to showcase our football-related products and services, developed specifically for the World Cup.