Sky Media has revealed Middlesbrough’s Optimum Nutrition as the Official Nutrition Partner of Sky Sports.
The campaign mark Optimum Nutrition’s first foray into UK TV advertising. This year Optimum Nutrition is expanding its marketing strategy to harness the scale of TV and VOD platforms. Working in partnership with Sky Sports, the partnership will help the brand continue to build awareness and visibility, placing it at the heart of key moments and stories throughout an unmissable summer of sport.
The multisport execution will manifest in co-branded TV Commercials fronted by Sky Sports talent Micah Richards and Natalie Pinkham, alongside McLaren Racing’s Lando Norris and Optimum Nutrition’s own brand ambassador Lauren James.
Brokered by Manning Gottlieb OMD, he multi-platform partnership will run across linear, video on demand, short-form video on demand, and social channels, with a brand evaluation to measure the campaign’s success through brand metrics including awareness, saliency and recognition.
Produced by Sky Media Commercial Productions, the campaign creative will comprise of 1 x 30” Hero TVC, 1 x 10” Hero TVC, and another 2 x 10” TVCs that focus on football and Formula 1. The TVCs will play out across general airtime as well as Premier League, British Grand Prix – F1 Race Day, Grand Prix and The Open.
Beyond the media campaign, Optimum Nutrition and Sky Media will be activating with a unique customer engagement partnership that rewards Optimum Nutrition customers with exclusive Sky deals and encourages Sky customers to purchase Optimum Nutrition products at preferential prices.
Karin Seymour, director of client and marketing at Sky Media said: “As we head into an incredibly exciting summer of sport, the timing couldn’t be better for Optimum Nutrition to make its TV debut in the UK. It’s great that we’re creating a deeper connection between sports fans and Optimum Nutrition by introducing the brand as Sky Sports’ official nutrition partner.”
Will Klug, head of brand at Optimum Nutrition UK, added: “For us, Sky Sports is the perfect partner – one that will give us access to the best selection of sports programming, while providing an unbeatable combination of scale and relevance. Sky Sports viewers naturally align with our own customers and that’s what really excites us about this partnership.”
Harriet Fisher, head of partnerships at MG OMD, added: “As Sky Sports Official Nutrition Partner, the brands will work together to motivate, excite, and inspire key audiences. An incredibly exciting partnership to scale Optimum Nutrition UK’s activation within the AV space, which will enable us to drive visibility, impact and awareness by placing the brand alongside key sporting moments and stories.”
