Tesco Partners with Soccer Aid on ITV

ITV Commercial and Endemol UK today announced that Tesco, one of the world’s largest retailers, will be the official headline partner of Soccer Aid 2014. The deal includes sponsorship of Soccer Aid at Old Trafford on 8th June 2014, sponsorship of live coverage broadcast on ITV and an off-air licensing agreement.

The partnership, negotiated by ITV Commercial, Endemol UK and Initiative on behalf of Tesco, kicks off on 16th March 2014. The integrated partnership will be activated across ITV’s broadcast, online and mobile platforms and the idents will be 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.”

Bhavit Chandrani, Controller of Sponsorship Sales at ITV, said: “We are very proud to announce our partnership with Tesco to support Soccer Aid and UNICEF, and can’t wait to watch all the action live on ITV on 8th June 2014.”

Laurence Jones, Commercial Director at Endemol UK, said: “We are delighted to have such a dynamic family brand on board supporting Soccer Aid, it’s a great new way for us to engage with fans of Soccer Aid and a great way for Tesco to engage staff and customers and most importantly of all, a fantastic opportunity to raise even more money this year for UNICEF.”

Robbie Williams will be back on 8th June 2014 at Old Trafford to support Soccer Aid and lead a star-studded England team against a Rest of the World side captained by actor Michael Sheen. Soccer Aid has raised over £12 million for UNICEF since launch. Soccer Aid is produced by Initial (an Endemol company) for ITV.