Microsoft's games console Xbox and motor manufacturer Range Rover
are running online campaigns across Sports.com's network of web
The combined deal, which incorporates Xbox's first pan-European online
advertising campaign, is likely to net Sports.com a six-figure sum.
Planned to last for a month, the campaign will include dynamic banners
that load before the rest of the content, running on the home page of
Sports.com's football section.
Banners and skyscrapers will run throughout the channel and across
Sports.com's recently launched World Cup football web sites dedicated to
seven countries that are competing in next year's tournament.
The ads will be served in 13 languages across the six country sites that
Sports.com operates in the UK, France, Germany, Spain, Ireland and
Xbox is endeavouring to raise awareness among consumers about its March
launch, as it prepares to take on games console market giant Sony and
its PlayStation 2 product.
Digital agency Universal McCann Interactive has handled the media
planning and buying and design agency Dare Digital developed the
"Budgets have been under pressure but now they are coming back and I
think you will see a lot more pan-European sales like this in the run-up
to the World Cup," said Paul Wright, sales and marketing director at
The Range Rover promotion forms part of parent company Land Rover's
multi-phase campaign building to the launch of a new vehicle model in
M digital Europe, Mindshare's digital division, has handled all the
media planning and buying.