Sky has 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 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.”