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Lloyds TSB struck an exclusive partnership to sponsor the Six Nations Championship coverage in The Times & The Sunday Times to communicate its association with the championship.

THE ACTIVITY
The sponsorship included:
- A preview supplement in The Sunday Times
- Sponsorship of the Six Nations Today page in The Times every match weekend of the Championship
- An exclusive ticket and VIP competition in The Times and The Sunday Times
- Extensive Lloyds TSB branding on timesonline within the sports area

COMMUNICATIVE OBJECTIVES
Lloyds TSB’s core objective was to drive awareness of their sponsorship of the Championship to an ABC1 adult audience and to reinforce their ‘ownership’ of the tournament.


	SPONSORSHIP AWARENES & RECOGNITION Prompted awareness of the Lloyds TSB Six Nations supplement was particularly encouraging with 42% of ABC1 Sunday Times readers recalling the sponsorship. Sunday Times readers who associate Lloyds TSB with rugby, and read the supplement were 59% more likely to recognise them as sponsors of the Six Nations Championship.


	SUMMARY Overall, the communication tie up delivered strong levels of awareness amongst ABC1 Sunday Times readers who also clearly associated Lloyds TSB with the tournament itself.

	"The success of Lloyds TSB's sponsorship of the Six Nations Championships has been due to the integrated nature of the exploitation.There is no doubt that our partnership with Times Newspaper was an important piece in the jigsaw which enabled us to maximize our association and exposure with this great championship." KEVIN STEPHENS SENIOR SPONSORSHIP MANAGER LLOYDS TSB

	If you want to hear more about this or other opportunities please call Client Sales: 020 7782 7185 email: accountmanagement@newsint.co.uk