Sponsorship roundup
By Adnews Staff
Toronto-based athletic footwear maker Adidas Canada has purchased the exclusive sponsorship rights to 2006 FIFA World Cup television coverage on Rogers Sportsnet, TSN and CTV in the sports apparel and casual footwear categories. According to the company, Adidas plans to dominate the national broadcast commercial airtime. Adidas commercials will air during prime time on Rogers Sportsnet and TSN throughout the World Cup, which will take place from June 9 to July 9. Coverage will include 63 matches leading up to the Gold Medal final on CTV. The media package also includes exposure on the World Cup website jointly operated by Sportsnet and TSN. This television campaign will be the first step in an integrated marketing campaign that will also include media relations, public relations, promotions and a direct-to-consumer four-city tour. Globally, Adidas was already the official worldwide apparel and footwear sponsor of the upcoming international soccer championship.