Sky announces DHL as first pan-European advertising partner following international expansion
Sky has announced DHL as its first ever pan-European advertising partner following the media company’s acquisition of Sky Deutschland and Sky Italia.
It marks the first major deal agreed by Sky Media’s new international sales division, which works across all of Sky’s territories - the UK, Ireland, Germany, Austria and Italy.
The new division is intended to develop campaigns that can be delivered at scale in Europe as well as capitalise on Sky’s growing global news distribution.
The partnership with DHL will see the activation of the logistics company’s “The Power of Global Trade” advertising campaign. The campaign will take the form of TV spots and sponsorship on Sky’s wholly-owned and partner channels including Nat Geo Wild in the UK, Ireland, Germany, Austria and Italy.
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
It will also utilise the international distribution of Sky News, with the company claiming the campaign is expected to reach 110 million households around the world.
Sponsorship will be a major feature of the campaign across Europe that will take the form of a package of activity on Sky Sports and Sky News, including a major DHL TV campaign to run across Premier League, Bundesliga, Rugby, Formula 1 and Moto GP in different territories.
Sky Media is also in talks with other major companies, including in some cases alongside its partner Fox Media, about developing international partnerships.
John Litster, managing director of Sky Media said: “Our partnership with DHL shows we are now able to work with clients all around the world. It is another significant step in our aim to become the partner of choice for brands and agencies. The capability to work together across borders will open up even more opportunities for us to grow our business.”
Arjan Sissing, senior vice president of global brand marketing, Deutsche Post DHL Group, said: “Having the opportunity to collaborate with a major media partner renowned for its high quality production values and content will help us to further strengthen the emotional appeal of the DHL brand.”