ASICS has signed a deal with Eurosport to become an on-air presenting sponsor for the London 2012 Olympic and Paralympic Games.
The new ASICS TV spots will be broadcast on Eurosport around London 2012, as well as major marathons throughout the year.
The campaign will be supported by sponsorship elements and reinforced by online and mobile advertising.
The deal is the final phase in a wider multi-year relationship between ASICS and Eurosport around top flight athletics and includes tailor-made editorial content, pan-European advertising, local on-site activation and dedicated client servicing.
“ASICS and Eurosport are perfect partners,” says Michael Price, European marketing director at ASICS.
“Our target is to reach the obsessive sports fan – those consumers who love to watch and play sport – and Eurosport provides us with a pan-European platform to achieve this.
“Our TV sponsorship programme around Eurosport’s Olympic coverage is the culmination of a four-year collaboration that has seen ASICS go from the number five sports brand in Europe to the number three brand.”
Eurosport broadcasts to 125 million homes in 59 countries, and is to provide 24/7 on-air coverage of London 2012, including 10 hours of live action per day.
“We are delighted to partner with ASICS around our coverage of the London 2012 Olympics Games,” says Olivier Fisch, Eurosport’s global commercial director.
“In combining the strengths of ASICS and Europe’s leading sports multimedia platform, we form a powerful alliance to leverage ASICS as a truly inspirational brand.
“This deal endorses Eurosport as the ideal partner to supply 360° communication solutions for major brands.”
