Saints sponsorship to continue

Following the enormous success of St Helens Rugby League team – Saints – in reaching both the Challenge Cup Final and Super League Grand Final bearing the Pilkington Activ™ legend across their shirts in front of millions of fans, Pilkington has announced its full sponsorship of the team for the front of shirts for the whole of next season.

This season, Pilkington Activ enjoyed TV, press and stadium exposure to an estimated 6 million UK consumers for the historic Challenge Cup Final, the first ever to be played at the new Wembley Stadium. This was in addition to those who watched the Challenge Cup semi-final, followed by the Super League Play Offs, and the Grand Final at Old Trafford, where the team eventually fell to Leeds Rhinos after an otherwise stunning season.

Full season shirt sponsorship will allow Pilkington Activ to enjoy considerably more benefits, as sales of replica shirts and other general publicity gathers pace. An intensive pre-season build-up, with regular coverage in the national and local press will supplement regular televised coverage on Sky Sports throughout the season. A number of promotional opportunities will be generated for trade and consumers in addition to considerable local interest for Pilkington, which has been neighbours with Saints for almost 150 years. Success in the Challenge Cup – Saints has taken the honour home no less than 11 times - and Super League would bring coverage that will further increase the impressive TV audience the brand has established in the past two years.

Anne Quayle Marketing Services Manager explained the decision: “Pilkington Activ has been a success by any standards and in order to maintain that year-on-year, we need to develop new ideas and exposure for the product.

"Our involvement with Saints this year has allowed us to evaluate in real terms what full sponsorship may bring and it has been a huge success. We are delighted that we now have the benefits of a full season ahead of us, again enjoying the close ties that have existed between Pilkington and Saints since the club was formed. Not only will it be good for business but it should be a lot of fun for our customers and colleagues too!”

600450 Saints sponsorship to continue glassonweb.com
Date: 16 February 2008
Source: www.pilkington.com

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