Mccain Launches Athletics TV Show
Grocery superstore, McCain Foods is to create a TV programme, The McCain Track and Field Show, to push its £10m marketing investment in athletics.
The 12-part series, reportedly commissioned by Channel 4, will be broadcast from July and will focus on grass-roots, rather than professional, athletics.
With millions invested in a specific sport, McCain’s initiative represents a growing trend among sport sponsors to promote their associations through brand-funded TV series. For example, Coke Zero built on its association with footballer Wayne Rooney through Coke Zero Presents: Wayne Rooney Street Striker last year, which was broadcast on Sky1.
McCain will spend £5m on the five-year sponsorship deal and the same amount on activating the tie-in with UK Athletics.
The brand has also set up McCain Athletics Networks, which aims to bring local athletics clubs together. The aim is to use these networks to provide better facilities and coaching, as well as free taster sessions, to athletes.
