StepStone has renewed its sponsorship of Channel 4 Sports following a very successful 12 month partnership. At its peak, total brand recall reached 45% - achieved in the twelve months since the launch of the brand. The year-long deal - one of the channelís most prestigious sponsorships and worth approximately 4 million - starts this month with Channel 4ís international cricket coverage.
The decision to renew the sponsorship signals StepStoneís continued strength at a time when many Internet companies are struggling to survive. StepStone, which has now been in business since 1996 (previously as Jobshop and as StepStone from October 1999), first sponsored Channel 4 Sports a year ago in what was then the largest ever sponsorship deal by a dotcom.
Giles Clarke, StepStone CEO, reinforced this view: ìWe have decided to build on last yearís success by continuing our Channel 4 sponsorship into 2002. The 2000-1 sponsorship played a major role in establishing the StepStone brand amongst both users and customers. We continue to see it as offering excellent value in our UK marketing mixî.
Channel 4 Research estimate that Sport on 4, their largest sponsorship vehicle, will reach 99 percent of Britainís men an average of six or seven times per year (Source BARB/C4 Research). The individual sporting events sponsored by StepStone include international cricket (first match Thursday 17th May and including the Ashes), horseracing, Italian football, motor sports, the World Rally Championships, as well as snowboarding, mountain bike racing and extreme sports.
www.stepstone.com
4 million sponsorship of Channel 4 Sports - 06/2001
Renewal by StepStone