The deal was negotiated by Nick Walford of BroadMind, MindShare's specialist sponsorship company, on behalf of Volvo. The car maker will use the sponsorship to promote its S40 and V40 models, begnning when the new series airs on February 27.
Dutch agency MVBMS has created new executions to support the deal. They feature hospital-based scenarios involving the S40 and V40, the models Volvo targets at younger consumers.
Michele May, Volvo marketing manager, said: "ER, with its intense dramatic content and young viewership, represents the perfect marketing opportunity for the Volvo S40 and V40. The sponsorship not only creates stand out in a crowded market place, but also an ideal opportunity to communicate the changing face of Volvo."
Volvo first began sponsoring ER in February 2001, when it signed a 拢1m deal with Channel 4 and its digital station E4.
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