MUMBAI: Sony Pictures Television (SPT) has announced that it has secured a brand partnership for its global football documentary, How to Win the Fifa World Cup with Castrol.
The announcement was made by SPT chief creative officer and executive VP international production Mike Morley at the television trade event MipTV in Cannes.
The programme, on sale to broadcasters at MipTV, will include Fifa footage from World Cup tournaments over the past 20 years, exclusively commissioned research into the performances of national sides from a Dutch university, and is backed up by data from Castrol Performance Analysts including the Castrol Index which uses objective analysis of over 2,000 players and games to give deeper insight into winning performances of some of the world‘s best footballers.
In addition to the integration of the Castrol Index into the programme and brand visibility through "bumpers" at the start and end, the documentary will be available for viewing online on Castrol‘s dedicated football site: www.castrolfootball.com
The brand partnership agreement was facilitated by branded entertainment sales agents, Krempelwood, working closely with Castrol‘s media agency, Mindshare, and SPT.
Morley said, "We are delighted to partner with Castrol, one of the world‘s leading brands, as we roll out this programming worldwide. With the Castrol Index, the scientific data and interviews and commentary from football experts, How to Win the Fifa World Cup is the perfect piece of signature programming for a broadcaster in the run up to the World Cup."
Castrol Global brand director Des Johnson says, "Football is central to our sponsorship strategy alongside motorsport and our partnership with Sony Pictures Television is an exciting new development for our brand. We know that football fans everywhere will be fascinated by the information presented in How to Win the Fifa World Cup. We are thrilled to be associated with a global programming opportunity that uniquely offers a credible insight into the little known facts to winning performances within the ‘beautiful game‘."
How To Win The Fifa World Cup examines the DMA - Defence, Midfield, Attack - of all 32 nations in the tournament and also produces quirky facts that could help their country win or lose the World Cup - fascinating data like how the colour of a keeper‘s jersey can influence his chance to save a penalty kick, why certain teams are more likely to score in extra time, which sides are most vulnerable at corners and who scores most from free kicks and open play.
With some painful home truths emerging, viewers will learn more about how France intercepts play so successfully, why England misses so many penalties, why Germans can out dribble Brazilians and why Ghana gets so many yellow cards.
In addition to the documentary, SPT is also selling the format, How to Win the Fifa World Cup at MipTV. The format is strippable as a series of talk shows before or during the tournament.
