Media agency Wavemaker UK has brokered a major new deal which will see the Nationwide Building Society sponsor ITV’s coverage of England women’s football matches.
The collaboration will begin tonight with the Lionesses’ Arnold Clark Cup match against South Korea, and marks a potent commercial opportunity for the financial firm following England’s triumph in last year’s Euros.
The sponsorship agreement will concern all Lionesses matches broadcast across ITV and ITV4 until July, the first UEFA Women’s Finalissima match at Wembley on 6 April when England will face Brazil, as well as a series of World Cup warm-up fixtures.
“The sponsorship of ITV’s coverage of the Lionesses’ matches will ensure the message of making football a place of mutual respect is broadcast to the homes of football loving families,” Nationwide Building Society head of advertising and media, Paul Hibbs said.
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“England supporters have fallen in love with them – after all they did finally bring football home! We have no doubt they’ll captivate the country again in the upcoming tournaments.”
Having held a long-term relationship with FA, the move serves to bring Nationwide and the governing body closer together with the bank already providing support to 100,000 under-18 grassroots football clubs.
Wavemaker UK content leader, Callum O’Brien added: “We believe that this new sponsorship of the Lionesses’ games is the perfect opportunity for Nationwide to reach an engaged audience of football fans of all generations.
“And with the help of ITV, we’re pleased to bring awareness of Nationwide and the FA’s Respect campaign to ensure that positivity and mutual respect have a firm place in English football. The Lionesses have set a precedent, and we, as well as Nationwide, can’t wait to see the impact that has on sport in the long term.”
