Bostik is supporting its range of adhesives, sealants, floor-levelling compounds, tile adhesives and grouts, and building chemicals with TV and digital sponsorship across several major sporting events during 2021, including the French Open, Wimbledon and the Tour de France.
The sponsorship deals are part of the company’s wider ongoing investment in the brand and will provide over 27 million impacts.
The campaign kicked-off with 600 six-second sponsorship idents being broadcast during the French Open on Eurosport TV between 24 May and 13 June. This included coverage of the qualifying matches prior to the main event, followed by the tournament itself, as well as the competition’s highlight programmes. In total, this resulted in six million TV impacts and over one million digital impressions.
The tennis sponsorship continues at this year’s Wimbledon tournament, where Bostik’s branding will adorn the jerseys of three players, each of whom will be playing one of the top 10 seeds. The two-week tournament commences on 28 June and has the highest cumulative audience of any sporting event in the UK. This will provide unrivalled branded coverage through both live broadcasts and highlights’ coverage on TV, as well as in the press, online and via social media.
More sponsorship on Eurosport TV will follow later in the summer. Starting on 26 June, 540 six-second idents will be shown during the channel’s Tour de France coverage, resulting in over 11 million impacts and 1.5 million digital impressions via the Eurosport website.
This will be followed by more cycling sponsorship in August and September during Eurosport’s coverage of Spain’s La Vuelta race.
Alongside the sponsorship at various sporting events, Bostik is continuing its sponsorship of talkSPORT’s sports headlines throughout the year. The 10x 10-second branded credits per day enable Bostik to reach over 4 million radio listeners each week, resulting in over 382 million impacts in 2021.