BskyB is thought to have paid The Sun around £600,000 to place the first ever cover wrap advertisement on the newspaper. For the first time in its history, the valuable front page of the newspaper was covered by a specially designed advert for the satellite broadcaster promoting its 3D summer sports coverage.
Estimated at around £600,000 it places the deal as the second most expensive cover wrap in history, behind Pepsi’s 1996 £1 million deal with The Daily Mirror.
News International chief executive, Tom Mockridge, sent an email to staff late on Thursday night, commenting that The Sun had once again “set new standards for our industry” in landing the deal described potentially as a “one-off” and worth more than half-a-million pounds.
Mockridge explained to staff that although “deals like these are lucrative but they will always be rare.” The advertising wrap was designed by Mockridge and approved by Sun editor Dominic Mohan, before being placed around Friday’s edition of the tabloid.
BskyB, the sister company of the newspaper, is believed to be the biggest sponsor for The Sun, spending approximately £9 million for advertising space in the paper so far this year.