LONDON, 08 January 2018 – Discovery Communications and Toyota GB today announce a major advertising partnership in the UK that amplifies the brand’s official worldwide Olympic partnership on Eurosport, Discovery Channel and Quest.
The agreement sees Toyota sponsor Eurosport’s comprehensive and immersive coverage from PyeongChang 2018, including live action, in-depth analysis, round-ups and daily highlights – as well as special winter sports programmes on Discovery Channel and Quest premiering around the Games.
The brand campaign will be integrated around more than 4,000 hours and 100 events on Eurosport, including 900 hours of live action from the Games. PyeongChang 2018 will be the first fully digital Games across Europe with every minute, every athlete and every sport made available on Eurosport Player.
Toyota’s global brand campaign showcases its belief in the power of movement and Olympic and Paralympic values to push boundaries and inspire the world. Toyota’s mission is to use imagination, curiosity, and passion to improve quality of life, overcome challenges to achieve potential and create better mobility for all.
Programmes Toyota is to sponsor includes Slider: Ice Warrior Challenge, broadcast on Quest and Discovery which follows Micky Yule, a former soldier who lost both his legs in Afghanistan as he bids to take on and beat the reigning world skeleton champion Martins Dukurs. Toyota sponsorship idents will also appear around 50 Greatest Winter Olympic Moments (1×120), How Do They Do It? Olympic Special (5×30) and How It’s Made: Sports Equipment (8×30), shown on Discovery and Quest.
John De Napoli of Mean Broadcast who represents Eurosport advertising sales on behalf of Discovery Networks UK&I, said: “We are excited that this campaign will amplify Toyota’s Olympic Games partnership. Toyota’s innovative reputation complements Eurosport’s expert coverage and Discovery’s insightful feature programming, exposing fans to not only the thrill of the Olympic Winter Games but the incredible stories behind one of the greatest sporting competitions on earth.”
Emma Lane, Manager, Brand Awareness of Toyota GB said: “As the proud Worldwide Mobility Partner of the Olympic and Paralympic Games, Eurosport’s extensive coverage of PyeongChang 2018, is the perfect platform for us to launch our campaign to celebrate the Olympic and Paralympic
Games as the pinnacle of human movement. We hope this will introduce viewers to our brand vision for the future: ‘Ever Better Mobility for All’”.
Toyota’s partnership with Discovery runs up to and throughout the Games which take place in PyeongChang, South Korea from 9th to 25th February. The agreement was brokered by Mean Broadcast, on behalf of Discovery Networks UK with Group M agency m/Six.
Eurosport is the number one sport destination in Europe, fueling the passion of fans and connecting them with the greatest sports events in the world. As the new Home of the Olympic Games in Europe, Eurosport will deliver the ultimate Games experience to more people, on more screens, than ever before – bringing fans closer to their local heroes through year-long storytelling. Firmly established as the Home of Cycling, Grand Slam Tennis and Winter Sport, Eurosport channels – Eurosport 1, Eurosport 2 and Eurosportnews – reach 236 million cumulative subscribers across 94 countries in Europe, Asia Pacific, Africa and the Middle East. Eurosport.com is Europe’s No 1 online sports news website with an average of 14.5m unique users per month. In addition, Eurosport Player, the all-access on demand digital pass, is available anytime and on any device in 52 countries. Eurosport Events specializes in the management and promotion of international sporting events. More information is available by visiting www.corporate.eurosport.com.
About Discovery Communications
Discovery Communications (Nasdaq: DISCA, DISCB, DISCK) satisfies curiosity and captivates superfans around the globe with a portfolio of premium nonfiction, lifestyle, sports and kids content brands including Discovery Channel, TLC, Investigation Discovery, Animal Planet, Science and Turbo/Velocity, as well as OWN: Oprah Winfrey Network in the U.S., Discovery Kids in Latin America, and Eurosport, the leading provider of locally relevant, premium sports and Home of the Olympic Games across Europe. Available in more than 220 countries and territories, Discovery’s programming reaches 3 billion cumulative viewers, who together consume 54 billion hours of Discovery content each year. Discovery’s offering extends beyond traditional TV to all screens, including TV Everywhere products such as the GO portfolio and Discovery Kids Play; over-the-top streaming services such as Eurosport Player; digital-first and social video from Group Nine Media; and virtual reality storytelling through Discovery VR. For more information, please visit www.discoverycommunications.com.