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Israel Ministry of Tourism selects Eurosport for International cycling campaign

10/07/2018

• Israeli Government office becomes main sponsor of Eurosport’s Tour de France coverage
• Major on-air and digital campaigns during the world’s most iconic bike race
• Bespoke editorial programming featuring former professional mountain bike riders to air during the Tour de France and Vuelta a España

Eurosport has signed a Pan-European advertising agreement with the Israel Ministry of Tourism for promotional activations around the channel’s premium cycling events this year.

The partnership will see major on-air and digital campaigns run alongside Eurosport’s international coverage of cycling’s Grand Tour events, including the world’s most iconic bike race, the Tour de France, which began on July 7.

As the main sponsor of Eurosport’s Tour de France coverage, the Israel Ministry of Tourism will receive in excess of 800 branded idents, plus over 100 advertising spots, during Eurosport’s TV coverage of the three-week long event.

In addition to the on-air visibility, a major digital campaign will launch on eurosport.com, Europe’s number one online sports news website with an average of 42 million unique users per month.

As part of the agreement, Eurosport will also produce and broadcast a bespoke editorial programme showcasing Israel’s national cycling infrastructure and the benefits for cycling tourists visiting the country. The show, which will air on Eurosport during the Tour de France and Vuelta a España, features two former professional mountain bike riders - Sam Pilgrim, a former Freeride Mountain Bike (FMB) world champion, and Cédric Gracia, who secured multiple podium finishes on the Union Cycliste Internationale (UCI) World Cup tour.

Jonathan Davies, Managing Director, Advertiser Partnerships, Eurosport at Discovery Networks International, said: “We are delighted to partner with the Israel Ministry of Tourism for our major cycling events in 2018. As the ‘home of cycling’ for millions of fans across Europe, Eurosport is the perfect fit for a partner who is keen to develop its appeal as a destination for cycling tourists, a market that is growing year-on-year.”

He adds: “This activation highlights the range of advertising solutions and the creativity we provide to our partners. We offer more than just advertising inventory, as a part of Discovery Inc., we are experienced in serving passionate audiences of superfans around the world with content that inspires, informs and entertains.”

Amir Halevi, Israel Ministry of Tourism Director General, said: “As the number one destination for cycling fans across Europe, Eurosport is the perfect partner to promote Israel as a truly unique vacation destination. Thanks to our well-developed network of cycling trails that criss-cross the country, cycling offers tourists the chance to experience Israel's varied landscape and rich history like never before. Our programmes featuring Sam Pilgrim and Cédric Gracia showcase Israel's beauty and diversity to Eurosport’s huge linear and digital audiences across Europe.”

As well as the headline Tour de France sponsorship, the Israel Ministry of Tourism will support cycling all season long on Eurosport with TV and digital advertising alongside all UCI World Tour events during 2018.