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Eurosport has teamed-up with iconic global swimwear brand Speedo for a campaign raising awareness of the benefits of incorporating swimming into regular physical training routines.
The ‘Swim2Run’ campaign centres on a four-part mini documentary series, produced by Eurosport, following the journeys of two casual runners as they prepare to run the London Marathon 2017. Three-time British triathlon champion, Annie Emmerson, has created Speedo’s 2017 training programme for runners and leads the marathon coaching for amateur runners, Sarah Curtis, 29, and Kerry McCarthy, 37.
The series helps brings to life Speedo’s research project with Portsmouth University as part of its wider Make 1K Wet campaign which demonstrates the benefits of incorporating a 1km swim into any fitness regime.
The short-form programmes will broadcast on all Eurosport platforms – Eurosport 1, Eurosport Player, Eurosport.com and Eurosport social media channels – in 51 markets across Europe from the end of March through to the London Marathon with the final episode May 3rd.
Speedo will leverage Eurosport’s position as the number one sport destination in Europe, with a TV reach of 236 million cumulative subscribers, 60 million monthly website visitors and over 11 million social media fans, to encourage both TV viewers and users of its digital platforms to incorporate swimming into their fitness regimes.
Viviane Paxinos, Vice President Advertiser Partnerships, Discovery Networks International, said: “Eurosport understands that innovative brands like Speedo want to go beyond a traditional consumer campaign to engage and create meaningful conversations with their customers. The renewal of this partnership proves our ability to deliver bespoke creative and strategic content solutions to advertisers and sponsors. We look forward to fuelling the passion of fitness enthusiasts and telling the Speedo story across all Eurosport platforms in the coming weeks.”
Ashley Cooper, Head of Marketing at Speedo International, added: “We hope that this series will resonate with all fitness enthusiasts and really showcase the difference swimming can make to a regular training routine. We are delighted to be able to bring it to Eurosport screens over the next five weeks.
“Eurosport and Speedo are brands which are always looking to innovate and it was a natural fit for us to partner on this campaign. As Europe’s number one sports destination, we know Eurosport has a fitness-orientated demographic and the success of last year’s campaign meant it was a very easy choice for us to renew our partnership.”
The new deal sees Eurosport’s collaboration with Speedo enter a second year. In 2016, Eurosport and Speedo partnered with the goal of increasing swimming participation levels amongst Europe’s cycling community through on-air editorial integration featuring professional cyclist Richie Porte.