Digital: Travelex in sports scheme

Foreign-exchange brand Travelex is to back the launch of its Sport Exchange initiative with online activity.

The scheme offers sportsmen and women the opportunity to win world-class coaching in their discipline.

The company will launch a website this week encouraging people to upload video or text entries to the site explaining why they think they should receive the coaching. Travelex will choose one winner each month.

The website will feature Travelex Sports Exchange brand ambassadors including England rugby star Jonny Wilkinson, former Wimbledon champion John McEnroe and Australian cricketers Brett Lee and Adam Gilchrist.

The Sport Exchange scheme has been handled by M&C Saatchi Sports & Entertainment, which works with Travelex on its sports sponsorships, while the website was created by direct and digital agency LIDA.

Travelex signed up Wilkinson in 2005 ahead of its first TV campaign. Its involvement in rugby has also included sponsorship of the IRB Rugby World Cup; it invested £3.5m to become a broadcast sponsor on ITV for the 2003 tournament in Australia.

Its first brand ambassador, Australian wicketkeeper Gilchrist, signed up two years earlier, with McEnroe coming on board in the US, Canada and Latin America in 2005. The tennis legend signed a three-year deal worth an estimated £8m.

The foreign-exchange brand's associations with sport have also included Formula One and Cricket World Cups.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers