Channel 4 Signs McDonald's As Sponsor For Women's Euro 2017

Channel 4's commercial arm, 4Sales, signed McDonald’s as the "exclusive broadcast sponsor" for its UEFA Women's Euro 2017 coverage, according to Simon Gwynn of CAMPAIGN LIVE. The tournament starts on July 16 when host nation the Netherlands takes on Norway. Channel 4 will show all of the games featuring England and Scotland -- "including a head-to-head" on July 19. Clare Balding will host Channel 4's coverage of the tournament. Ads will appear around live broadcasts and on on-demand platform All 4, where all 31 games will be available to watch, alongside highlights programs. The broadcaster will also show the final on Aug. 6, plus "at least" one semifinal and "at least" one quarterfinal. To promote the coverage, Channel 4's in-house ad agency, 4Creative, created a spot starring 17-year-old Liv Cooke, the U.K.’s first female professional freestyle footballer. It was first shown on June 29 and "will run until the early stages of the tournament." The spot was created by Eoin McLaughlin, Molly Manners and Raine Allen-Miller and directed by Alex Boutell. It features the song "Boys Wanna Be Her" by Peaches (CAMPAIGN LIVE, 7/3).