438 client ZEO, the new soft drinks brand, last week announced itself as sponsor of England Netball. The deal, worth an unprecedented six figures over 12 months, is the biggest in England Netball’s history and will see ZEO become title sponsors of England Netball, the ZEO International Netball Series and the ZEO Netball Superleague. The sponsorship was brokered, and will be managed by 438 Marketing.
ZEO will also become an official partner with the Back to Netball initiative, which last year saw 40,000 women reintroduced to the sport – a figure that is likely to reach 50,000 for 2013.
At the same time, ZEO has taken on former England star, now coach and broadcaster Tamsin Greenway as brand ambassador. As a new mum working hard to stay fit and healthy, Tamsin embodies the spirit of ZEO, which promotes a healthy, active, balanced lifestyle.
The deal with England Netball comes at a great time for one of the fastest growing team sports in the UK, with Sky Sports recently signing a new three-year deal to cover all the ZEO International Netball Series and approximately 20 ZEO Netball Superleague fixtures each year, and with England, currently ranked three in the world, hotly tipped for the 2014 Commonwealth Games and the World Championships in 2015.
438’s Partnership Director Ian Sykes said: “There’s no doubt that England Netball, Tamsin and ZEO share some real common values. And at a time when just 0.5% of sports sponsorship revenues in the UK go to women’s sports, despite the recent euphoria surrounding the successes of British women at London 2012, we feel that there’s a real opportunity for ZEO to take sponsorship in women’s sport to the next level.”
Some one million women and girls play netball in the UK each week, according to Sport England, whose figures also suggest it is the fifth most popular participation team sport in the UK, behind football, cricket, basketball and rugby union.
David Smith, Marketing Director of Freedrinks Ltd, producers of ZEO, said: “This is a big day for ZEO and England Netball. Netball is one of the most popular team sports in the country, with a successful national team and a thriving grass roots scene. Our hope is that our support will help England Netball kick on to the next level, particularly in a Commonwealth Games year. As an innovative new brand, ZEO will bring a fresh sponsorship approach to the partnership. England Netball is the perfect vehicle to convey ZEO’s low calorie and no artificial ingredients message to health conscious women throughout the UK.”
Jo Adams, Commercial Director, England Netball said: “We are delighted to be entering this new partnership with ZEO as we look forward to the Commonwealth Games and to 2014 being another outstanding year for the Back to Netball initiative. At England Netball we keep our players and the netball community at the centre of all of our activity and it is this strategy which has gained us such terrific momentum of late. The new agreement with ZEO recognises this and with their support, we are confident of even greater success for the sport at all levels in the years to come.”
Through a combination of live and TV audiences, plus an integrated marketing plan around the sport including an extensive sampling program, ZEO estimates it will reach more than 6.5 million people.
ZEO is available in three refreshingly crisp, fruity variants: ZEO peach and grapefruit Burst, ZEO citrus Crush and ZEO lime Zest, which each generate complex, subtle flavours and the ZEO tingle effect. It also features fewer than 60 calories per bottle and not a single artificial ingredient – including artificial sweeteners.
ZEO was originally inspired by the premise that a drink does not have to be alcoholic to be interesting. ZEO has a unique tingling sensation as well as being fruity, clean, crisp and refreshing.
For more information contact email@example.com