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DHL Formula E Rugby

DHL announces new sports sponsorship with CNN International


By Tony Connelly, Sports Marketing Reporter

February 10, 2016 | 3 min read

DHL has strengthened its positioning in sports advertising following a new sponsorship agreement with CNN International for its coverage of Formula E and HSBC World Rugby Sevens Series.

DHL CNN partnership

DHL CNN partnership

The DHL campaign will span TV sponsorship, spot advertising across the network and exclusive advertising on CNN International’s motorsport and rugby digital sections.

The deal builds on an already successful relationship between CNN and DHL, which has seen CNN International Commercial deliver creative brand solutions for DHL through the sponsorship of F1 show ‘The Circuit’ and global trade series ‘Traders’.

DHL’s sponsorship will benefit from CNN’s strengthening of its coverage across the two sports. The broadcaster has intensified its focus on rugby with coverage of the HSBC Sevens World Series as Rugby Sevens, the 15-a-side game, its major competitions and the continued development of women’s rugby.

CNN’s Supercharged show covers the fast-growing sport of Formula E with highlights of the latest Formula E races. It also ventures beyond the circuit to focus on the cutting-edge sustainable technology powering the cars, how the new sport is being built from the ground up and the wider story of promoting cleaner practices in sport and the wider world.

Petra Malenicka, CNN International’s senior vice president, Europe and the Americas, said: “The success of the partnership is built upon our ability to deliver a compelling suite of advertising and brand solutions that meet the objectives of DHL and the expectations of our audience. Combining this creative approach with precise targeting, based on data insight, is achieving cut-through for DHL with relevant CNN audiences at large scale through TV, digital and mobile platforms.”

DHL’s senior vice president of global brand marketing, Arjan Sissing, said: “DHL has a longstanding, successful relationship with CNN International. An important factor in that success has been CNN’s ability to continually offer new products and creative options to tell our story.”

DHL Formula E Rugby

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