Peugeot Signs Two-Year ITV Deal To Sponsor Six Nations Tournament

ITV "signed a two-year sponsorship deal with Peugeot for its Six Nations rugby coverage," according to Gideon Spanier of CAMPAIGN LIVE. The car brand’s media agency, OMD UK, "brokered the estimated" £2M ($2.9M) deal. ITV will "air sponsorship bumpers at the start and end of commercial breaks." In addition, online ads and activation, including creative executions, "will appear on the broadcaster's online and catch-up platform, The ITV Hub." Havas Worldwide and its digital and data shop, Havas Helia, "created the work." ITV will "broadcast the Six Nations for the first time when the tournament begins this weekend," and the sponsorship covers all of the England, Ireland and Italy home matches in '16 and '17. The BBC "has the rights to the other games." Peugeot "plans to use its sponsorship" to promote the 308 GTi Sport model (CAMPAIGN LIVE, 2/4).