Havas Media UK brokered a deal between Euro 2016 sponsor Kia and the London Telegraph, "designed to associate the car brand with football in the build-up to and throughout the tournament," according to Jessica Goodfellow of THE DRUM. To kick off the campaign "there will be four events across the country at Kia dealerships -- in Bolton, London, Bridgend Wales and Burton." The events have been "timed to correlate with key events in the run-up to the Euros such as the England warm-up matches and squad announcements." The events will "feature high profile figures in football including John Barnes, Stuart Pearce, Dean Saunders, Garry Monk and Neil Lennon with the events all fronted by TV presenter Sue Thearle." The second phase of the campaign, taking place as the tournament gets underway, will follow Telegraph sports writer Thom Gibbs on a road trip to France in a Kia Sportage. To "further drive interaction," the Telegraph has created a "bespoke Kia penalty shoot-out game." To close the campaign, "there will be a series of features showcasing the best moments from the competition." These will run alongside high impact, tactical display activity at key moments throughout the tournament, "celebrating, commiserating and congratulating teams on their performance" (THE DRUM, 5/11).
