News International’s titles will be the first official newspapers of the British Olympic team for the London 2012 event, after signing a multimillion-pound deal with Visa Europe.
The move will give titles such as the Sun, News of the World and the Times exclusive access to the British team for 2012. In return, Visa will receive media space within NI’s portfolio to maximise exposure of its sponsorship deals.
There is a conflict of interest, however. With NI planning to put all its content behind paywalls, Mariano Dima, chief marketing officer at Visa Europe, warned there must be a strong emphasis on social media in order to keep the content “open and free”.
Rebekah Brooks, chief executive of NI, avoided that contradiction, boasting that the deal “gives our newspapers unrivaled access to the Team 2012 athletes, and means we will be able to throw our full support behind the team and give our readers the inside track”.
(Source: Brand Republic)
Image taken by Flickr user Ariaski, licensed under Creative Commons.