Sports Media

Bell Media Announces World Cup Coverage Sponsor


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Bell Media has announced an extensive partnership with Coca-Cola, as the popular brand becomes the premier sponsor for CTV’s, TSN’s, and RDS’ upcoming coverage of 2018 World Cup beginning June 14.

The new partnership includes broadcast and set integrations, as well as digital and social media executions, featuring Coca-Cola, Coca-Cola Zero Sugar, Simply Orange Juice, and POWERADE ZERO. POWERADE ZERO will also be featured during the halftime show on an in-match score bug.

“A highly anticipated event this summer, the 2018 World Cup provides the perfect platform to highlight and celebrate the Coca-Cola brand,” said Stewart Johnston, President, Media Sales, Marketing, and TSN. “With a custom campaign extending across our three most-watched networks, we look forward to bringing Canadian viewers and Coca-Cola together throughout 2018 World Cup.”

“Every four years, the FIFA World Cup puts Canadian soccer fans from coast to coast on the same emotional rollercoaster,” said David Allard, Vice President, Integrated Marketing Communications, Coca-Cola Ltd. “These emotionally engaging and memorable moments are perfect for Canadians to enjoy the simple pleasure of drinking a Coca-Cola, and savour their own FIFA World Cup experiences.”

The Coca-Cola brand integrations for 2018 World Cup on CTV, TSN, and RDS include:

Title sponsor of the COCA-COLA HALFTIME SHOW, with studio integrations and Coca-Cola products on set during all CTV and TSN halftime programming
Simply Orange Juice featured during morning matches with product and on-set integrations
POWERADE ZERO, Coca-Cola, and Coca-Cola Zero Sugar featured throughout the tournament on set
Extensive digital and social media campaign showcasing new POWERADE ZERO and Coca-Cola, featuring a POWERADE ZERO-branded scoreboard on TSN.ca, the home of FIFA content in Canada
POWERADE ZERO-branded score bugs throughout matches
Billboards throughout the tournament

Beginning June 14 and running until July 15, Canadians can watch complete 2018 World Cup coverage in both English and French exclusively on Bell Media’s industry-leading platforms. This includes English-language coverage on CTV as well as across TSN’s five feeds, in addition to TSN Radio, TSN.ca, and the TSN GO app.

French-language coverage airs exclusively on RDS, RDS2, RDS.ca, and the RDS GO app.

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