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Tayburn Chewit

Chewits extends online strategy with Match Magazine sponsorship

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By The Drum Team, Editorial

June 1, 2010 | 2 min read

Confectionery brand Chewits has announced that its is to sponsor Match magazine’s World Cup fantasy football game, a partnership which will be managed by Tayburn.

The sponsorship deal will develop the brand’s online strategy and will see it secure a World Cup video blog from South Africa, where the World Cup is being help, as well as become official brand partner for the game, aimed at the under sixteen, male audience.

Chewie, the brand mascot for Chewits, will have his own fantasy football team, as will a number of celebrities who he will play against.

The campaign will be promoted through the brand’s Facebook page and will include competitions, polls, and downloads including a branded World Cup wallchart.

Tim Boote, marketing manager for Chewits, commented: “This is a fantastic opportunity for Chewits to get into the World Cup spirit and reach a key target audience. Match hosts the leading fantasy league game for young footy fans, so we’re very excited about the World Cup game, launching on 11 June.

“Both Chewits and Match are associated with ‘fun’ and being ‘active’, so it’s a great fit in terms of brand values. As well as offering Chewits Sports Courses, for kids in the school holidays, Chewits also sponsors Lancashire County Cricket Club’s junior members club, Lancashire Thunderbolts.”

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