Fitness supplements brand Optimum Nutrition has been named as the official nutrition partner of Sky Sports, marking the firm’s debut in UK TV advertising.
The move will see the Glanbia-owned brand expand its marketing strategy to incorporate TV and video-on-demand platforms, as it looks to build awareness and visibility.
The deal will enable Optimum Nutrition to capitalise Sky Sports’ vast audiences across what is set to be a blockbuster summer of sports across the network’s channels.
Brokered by MG OMD, the partnership will include co-branded TV ads featuring some of Sky Sports’ star presenters such as Micah Richards and Natalie Pinkham, alongside McLaren Racing’s Lando Norris and Optimum Nutrition brand ambassador Lauren James.
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“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,” said Sky Media director of client and marketing, Karin Seymour.
“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.”
Centred around a 30-second hero spot, the creative will focus on football and Formula 1 and run across Premier League, British Grand Prix and The Open golf coverage.
Optimum Nutrition UK head of brand, Will Klug 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.”
