Tesco partners with ITV and Endemol UK to sponsor Soccer Aid 2014
Tesco has been announced as the official headline partner of Soccer Aid 2014 in aid of UNICEF, which will see the retailer sponsor all live coverage on ITV and carry out an off-air licensing agreement.
The integrated partnership, which kicked off on 16 March, will be activated across ITV’s broadcast, online and mobile platforms with idents produced by Wieden and Kennedy.
The off-air licensing agreement will incorporate in-store activation such as fundraising, competitions and staff and customer engagement.
Angela Porter, head of brand advertising at Tesco, said: “We’re really excited to be the official partner of Soccer Aid 2014 and feel privileged to support such an amazing organisation as UNICEF.”
Created by UNICEF UK ambassador Robbie Williams and produced by Endemol UK, the charity event takes place at Old Trafford on 8 June, where an England team will play against a Rest of the World side captained by actor Michael Sheen.
Soccer Aid has raised over £12m for UNICEF since its launch in 2006 and has involved legendary players Diego Maradonna, Ryan Giggs, Zinedine Zidane and Alan Shearer.