Sony TV inks sponsorship for soccer doc

Castrol signs on for 'How to Win the FIFA World Cup'

Sony Pictures Television has scored a brand partnership for its global soccer doc "How to Win the FIFA World Cup" with lubricant giant Castrol. The deal was unveiled Sunday on the eve of MIPTV by SPT chief creative officer Mike Morley.

On sale to broadcasters at MIPTV, where soccer fever is no doubt building, the doc will include FIFA footage from World Cup tournaments over the past 20 years and exclusive research into the performances of national sides from a Dutch university.

Thanks to the just-signed sponsorship, the research will be enhanced by in-depth data from the so-called Castrol Index. This survey uses analysis of more than 2,000 players and games to give deeper insight into winning performances of some of the world's best footballers.

The brand partnership agreement was facilitated by branded entertainment sales agents Krempelwood, working closely with Castrol's media agency Mindshare and with SPT.

More MIPTV coverage  
"How to Win the Fifa World Cup" examines the "DMA" -- Defense, Midfield, Attack -- of all 32 nations in the upcoming tournament and also produces quirky facts that could help a country win or lose the World Cup.

In addition to the doc, SPT is selling the format rights in Cannes. The format is strippable as a series of talk shows before or during the tournament.
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