Media agency brokers 12-month partnership promoting interest and participation in sport
Media partnership agency Electric Glue has secured sports retail and gym group DW Fitness First as the first ever channel sponsor for Sky’s new free to air sports channel, Sky Sports Mix.
Electric Glue worked in close collaboration with Sky Media to broker the long-term deal, whichencompasses a multi-platform creative and media campaign across linear spot airtime, digital, and addressable TV. Idents will run across originated and sports action content as part of the channel-wide sponsorship, and two TV commercials, initially focusing on a football theme before expanding into a gym-themed creative.
As part of the brokering process, Electric Glue identified a rich opportunity for relevant and contextual messaging between the UK’s leading platform for sports entertainment and the UK’s leading sports participation business. Holding a unique position within its sector, DW Fitness combines both an extensive retail estate and network of gyms - promoting both sports equipment available in store and the experience of sport in gyms. Building the partnership upon the creative thought of ‘Great starts here’, Electric Glue brings to life the full range of creative work produced by Hatch.
“Today’s screen-based world offers advertisers business opportunities that go far beyond a traditional media buy,” comments Simon Orpin, CEO at Electric Glue. “We firmly believe that media should liberate the creative idea across the multitude of consumer touchpoints that now exist, and in this respect, DW Fitness and Sky Media are the perfect fit. We saw deep potential to create compelling and effective advertising in their shared nature as subscription businesses and their goal to provide inspiration and encouragement for the UK population to embrace sport. With these compliment communication opportunities as a solid foundation, we believe it will prove to be a successful partnership for both parties.”
Sky Sports Mix and DW Fitness First’s new partnership supports both companies’ missions to encourage interest and participation in sport at all levels. To secure its first ever channel sponsor, Sky Media worked hand-in-hand Electric Glue. Overseen by a highly experienced team with decades of broadcast experience, Electric Glue offers broader media opportunities for high-profile brands and companies including Rightmove, Virgin Media, Matalan and Clipper Tea.
Using Sky AdSmart, the company will target viewers in certain areas to promote relevant local activities. For example, Bristol-based Sky customers will be served adverts for the launch of a new gym and retail experience in Bristol Filton; while customers in London suburbs will view adverts promoting Fitness First gyms, which are primarily located within the M25.
At every consumer touchpoint, data will be collected across the Sky customer base and used in conjunction with DW Fitness First’s own customer data and their affiliations with numerous sporting bodies to provide targeting insight to increase the reach and effectiveness of the campaign.
Paul Barrett, Head of Commercial Partnerships at Sky Media said: “Sky Sports is a highly established and credible platform, and brands recognise the power of association with this most premium of content. Sky Sports Mix creates the perfect opportunity for DW Fitness First to develop their brand proposition through talking to a sports entertainment-loving audience via an ‘always on approach’. This serves to deliver against DW’s objectives; but it also acts as the core foundation for a much deeper partnership that drives business growth by leveraging the touchpoints that exist across the broader Sky ecosystem.”
Lee Pinnington, Director of Marketing at DW Fitness First, said: “Following the acquisition of Fitness First, DW Fitness First is now the second largest health club operator in the UK. Combined with our 90 retail stores, we are perfectly positioned to fulfil our vision to become the biggest end to end sports participation brand in the UK. The partnership with Sky is really exciting, bringing together DW Fitness First, a business that is all about sports participation and Sky, the leading UK broadcaster for Sports Entertainment. The partnership allows us to reach new audiences to encourage participation by people of all ages and abilities, whatever their great is.”
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