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DHL announced as Sky’s first ever global advertising partnership

Sky and DHL enter into an exciting new partnership

Sky today announced its first ever global advertising partnership as it continues to take advantage of the growth opportunities created by the successful acquisition of Sky Deutschland and Sky Italia.

The exciting new agreement with DHL, the world’s largest logistics company, is the first major deal agreed by Sky Media, the advertising sales division of Sky, through its new international sales division. The new division works with Sky ad sales teams in each of its territories – the UK, Ireland, Germany, Austria and Italy – 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 its “The Power of Global Trade” advertising campaign.  There will be TV spots and sponsorship on Sky’s wholly-owned and partner channels including Nat Geo Wild in the UK, Ireland, Germany, Austria and Italy.  It will also utilise the international distribution of Sky News.  In total the campaign is expected to reach 110 million households around the world.

Sponsorship will be a major feature of the campaign across Europe and there will be a comprehensive 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, MD, 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.”

“As the world leader in logistics, DHL is delighted to have agreed this comprehensive advertising package with Sky as it extends its commercial and broadcasting reach internationally,” said Arjan Sissing, SVP Global Brand Marketing, Deutsche Post DHL Group. “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.”

Notes to Editors

The central element of the partnership between DHL and Sky Media is the activation of the DHL campaign “The Power of Global Trade”.  It will run in the UK, Ireland, Germany, Italy and Austria with the campaign customised for each territory.

  • TV spots that will air in Germany, Austria, UK, Ireland and Italy on Sky Cinema and Sky News International
  • In Germany, seven short infomercials will be broadcast in close coordination with the programming on Sky Cinema, Sky Cinema+1 and Sky Cinema+24. The package will be supplemented with dedicated DHL packaging and graphic design.
  • To support DHL’s commitment to environmental responsibility, DHL will sponsor nature documentaries on sustainability on National Geo Wild and National Geo Wild+1 in Germany and Italy and will sponsor the entire Nat Geo Wild channel in the UK.
  • There is a comprehensive sponsorship package on Sky Sports and Sky News across Europe.  This will also include a TV campaign to run across Premier League, Bundesliga, rugby in England, Formula 1 and Moto GP.
  • As part of Formula 1 coverage on Sky, DHL will present the “Fastest Pit Stop Award” and the “Fastest Lap Award” after the race.

Source: Sky Corporate

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