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Rugby Sky Isuzu

Isuzu seeks to show its pick-ups have the edge over white vans in Sky Sports Rugby League sponsorship idents

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By Gillian West, Social media manager

February 27, 2014 | 2 min read

Isuzu has confirmed a season long sponsorship of Rugby League on Sky Sports calling on BJL to create a series of eight idents as part of the deal.

The idents feature a combination of live action and faux voice over commentary with two 15 second and six five second idents featuring the Isuzu pick-up truck interwoven into Rugby League scenarios.

The season long tie up begins this Friday (28 February) and includes branded ownership of all live Rugby League games as well as the popular magazine shows such as Boots n All, Super League Super Stars, Super League Fulltime and Super League Backchat. Sponsorship will also extend across Sky Sports VOD service, Sky Go and the Rugby League pages of Skysports.com.

Haydn Davies, group marketing director for Isuzu, explained that the agreement enabled the brand to “begin extending to a wider audience” adding that Isuzu was “keen to use the opportunity to reach a targeted audience with a clear message about the vehicles benefits over the run of the mill white van”.

Tom Richards, BJL creative director commented: “The simple fact of the matter is, pick-up trucks are way cooler than white vans, something we wanted to get across to an audience of Rugby League fans. We didn’t want to ram all the benefits of a pick-up down viewers’ throats, so instead opted to recreate a number of in-play scenarios giving the Isuzu the opportunity to simply show off its moves.”

This is Isuzu’s first venture into broadcast activity and forms part of the brand’s strategy to increase visibility and purchase consideration amongst urban tradesmen and SMEs.

Rugby Sky Isuzu

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