Travelex agrees £3.5m ITV Rugby World Cup deal

Colin Grimshaw

August 07, 2003

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Travelex agrees £3.5m ITV Rugby World Cup deal

Travelex is paying £3.5m to sponsor ITV's coverage of this autumn's Rugby World Cup. The deal is the foreign exchange company's third major TV sponsorship in a year after last summer's FIFA World Cup in South Korea and Japan on ITV and this year's Cricket World Cup in South Africa on Sky.

The Rugby World Cup sponsorship package incorporates 185 hours of live matches and highlights across ITV1 and ITV2, programme promotions and a web site.

The deal was brokered by Granada Enterprises and Walker Media. Sponsorship creative elements will be produced by LIDA, Travelex's agency.

Travelex has a strategy of promotion through major sport sponsorships.

It has previously sponsored the Australian cricket team and the Toyota Formula One team.

The Rugby World Cup is being held in Australia from October 10 to November 22 and, like last summer's football World Cup, time differences mean that games will have morning or lunch-time kick-offs.

However, with the importance of the UK TV market in mind, the home nations' first-round games have been scheduled for weekends.

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