Remitly’s sponsorship marks its first ever TV partnership with a mainstream channel
This expansion of Simba’s partnership with Channel 5, make the deal its largest with any broadcaster, and its first sports focused sponsorship
Today, Sky Media announced leading digital financial services provider Remitly, and sleep specialists Simba, as co-sponsors of Channel 5’s daily highlights of the ICC Men’s Cricket World Cup 2023. The significant new partnership launches on Thursday 5th October and runs for the duration of the tournament to Sunday 19th November.
The renowned and hotly anticipated event takes place in India where ten teams will battle it out across 47 games and England are set to defend their title as reigning champions.
Remitly and Simba’s 15, 10 and 5” sponsorship idents will run alongside daily one hour round up shows across Channel 5, My5 and Sky On Demand, including at least nine England games scheduled at 7 pm.
Simba’s sponsorship represents an expansion of the sleep technology specialists’ already successful Channel 5 partnership which was renewed in January, it sees them sponsor Evenings on Channel 5, Drama on Channel 5 and My5.
This new partnership also forms a key part of Remitly’s marketing strategy and was established through its long-standing relationship with multicultural marketing agency, Here and Now 365; and Sky Media. The brand’s sponsorship aims to create awareness of Remitly’s money transfer service with a broader audience, largely focused on the South Asian community, with whom the tournament has a strong cultural resonance.
Pankaj Sharma, EVP, Global Remittance Business Management at Remitly said “We are excited to partner with Channel 5 on this TV sponsorship for the ICC Men’s Cricket World Cup, which will allow us to gain access to the broadcaster’s huge reach across the country. Our vision is to transform the lives of millions of immigrants and their families by providing the most trusted financial services on the planet. For a huge proportion of our customers cricket is such a huge cultural passion, so we are excited to be a part of that.”
Jon Moore, Ecommerce & Marketing Director, Simba Sleep said “Working with our long-term marketing partner Wake The Bear, we’ve really seen the huge impact a strategically relevant and well executed sponsorship can do for our brand as well as our bottom line. We’re excited to expand our partnership activities with Sky Media as ICC Men’s Cricket World Cup coverage is a great fit for Simba’s audience and brand profile.”
Pete Dale, VP, UK Adsales & Commercial Development, Paramount said “The Men’s Cricket World Cup marks an exciting moment in this year’s sporting calendar and Channel 5 will be the number one, free-to-air channel for cricket fans up and down the country to enjoy all the highlights from India. We’re looking forward to seeing our partnership with Simba and Remitly come to life throughout what promises to be a thrilling competition.”
Debarshi Pandit, Head of Multicultural Business, Sky Media has said “Cricket as a sport elicits a totally different unprecedented level of passion, especially within the South Asian communities that form a significant base of Remitly’s clientele. And casting the net wider and further in terms of audience reach, through Channel 5, both Remitly & Simba stand to get the best of both mainstream and multicultural audiences.”
Channel 5’s coverage is part of a new partnership with Sky, bringing daily highlights to free-to-air audiences. Every match will be exclusively live on Sky Sports.
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