Havas Sports Renews Friends Provident Deal
Havas Sports & Entertainment, the global sports and entertainment communication network of Havas Media, has been re-appointed by Friends Provident to deliver their sponsorship of the new Friends Provident t20.
Havas Sports & Entertainment worked with Friends Provident in assisting and securing the sponsorship deal which will see the brand as the title sponsor of the new domestic t20 competition until 2013.
The agency has now been appointed to activate Friends Provident’s sponsorship rights throughout the competition, with particular focus on at ground activation and branding, along with delivering a comprehensive PR and social media plan throughout the competition.
Fellow marketing services agency Cake will drive a supporting social media campaign: a cricket fan character called ‘Jaffer’ will engage fans throughout the competition with exclusive content and competitions via Facebook and Twitter.
Friends Provident has been a long-term supporter of cricket and the ECB, including three years as title sponsor of the domestic 50-over competition.
To further support Friends Provident’s sponsorship of the t20 tournament, Havas has also negotiated broadcast sponsorship rights for all Friends Provident t20 televised matches on Sky Sports throughout the summer.
The Friends Provident t20 is one of three competitions making up the 2010 domestic competition. The 18 First Class counties have been divided into North & South Divisions with each team playing every other team in their group home and away.
