CNN And DHL Extend Relationship With Rugby And Formula E Sponsorships

DHL is sponsoring two new sports shows on CNN International to amplify its position as official logistics partner of both Formula E and HSBC World Rugby Sevens Series amongst CNN’s upscale and sought-after international audiences.

The new sponsorship of CNN World Rugby and Supercharged consolidates CNN’s position as the exclusive international media partner to position DHL’s logistics solutions to a wide range of global businesses – from large enterprises to SMEs.

The DHL campaign spans TV sponsorship, spot advertising across the network and exclusive advertising on CNN International’s motorsport and rugby digital sections.

This campaign builds on a highly successful business relationship between CNN and DHL, which has seen CNN International Commercial deliver creative brand solutions for DHL through the sponsorship of F1 show The Circuit and global trade series Traders.

According to the latest Ipsos Global Affluent survey, CNN reaches 40 per cent of the international upscale population via TV and digital platforms every month across APAC, EMEA, and Latin America – more than all news competitors.

World Rugby on CNN gives viewers an in-depth look every month into all aspects of the sport – including the HSBC Sevens World Series as Rugby Sevens prepares for its Olympics debut in Brazil, the 15-a-side game, its major competitions and the continued development of women’s rugby.

In Supercharged, CNN visits some of the most glamorous cities in the world to get up close to the fast-growing sport of Formula E. Each episode will feature highlights of the latest Formula E race and venture beyond the circuit to focus on the cutting-edge sustainable technology powering the cars, how a new sport is being built from the ground up and the wider story of promoting cleaner practices in sport and the wider world.

There is extensive additional content for each show on CNN’s international motorsport and rugby digital sections.

“CNN is delighted to extend our relationship with DHL as the company’s exclusive international media partner,” said Petra Malenicka, senior vice president, Europe and the Americas, CNN International.

“The success of the partnership is built upon our ability to deliver a compelling suite of advertising and brand solutions that meet the objectives of DHL and the expectations of our audience. Combining this creative approach with precise targeting, based on data insight, is achieving cut-through for DHL with relevant CNN audiences at large scale through TV, digital and mobile platforms.”

“DHL has a longstanding, successful relationship with CNN International. An important factor in that success has been CNN’s ability to continually offer new products and creative options to tell our story,” said Arjan Sissing, SVP, global brand marketing, Deutsche Post DHL Group.

“Our partnerships with world-class sporting events help us to emotionalise the DHL brand and deliver exciting experiences to customers the world over. We believe that CNN World Rugby and Supercharged will be the ideal platforms to showcase our rugby and Formula E partnerships and extend the reach and impact of our brand message to a worldwide audience.”

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