Asics Sponsors C4’s World Athletics
Asics has unveiled its sponsorship of Channel 4’s broadcast coverage of the IAAF World Athletics Championships in Daegu, Korea – with Asics producing the idents and break bumpers for the coverage of the athletics event.
Channel 4 is currently showing 60 hours of live action from Daegu along with six hours of highlights that feature Asics promotions and branding throughout.
??Following the ‘Running releases more than just sweat’ global advertising campaign which was launched with Asics’ first ever UK television spots in January this year, the sports performance brand will use a similar global brand creative for the sponsorship. ?
Barry Mellis, managing director, Asics UK said: ‘The World Championships are the highlight of this year’s athletics calendar and the coverage of the event from Channel 4 is set to be fantastic. ASICS is known as the runner’s choice in the UK and this sponsorship is a way of further cementing that with our target audience’.??
The 13th World Athletics Championships is the first Championship to be staged in mainland Asia.
Channel 4 expects around 16 million adults to tune in over the nine day Championship.?
Meanwhile, Usain Bolt, who features in the idents, says he will not let his disqualification from the 100m final affect him when he defends his 200m title at the World Championships.
The world record-holder lost his title because of a false start.
