Nissan has boosted its spending in UK football with a new partnership with Sky Sports.
The car manufacturing giant has expanded its media sponsorship in football by becoming the new weekend sponsor of Sky Sportsâ Premier League action for the next three years.
This is Nissanâs first venture into a major associated partnership with the Premier League, while it is already a global sponsor of the UEFA Champions League.
It is interesting that the Japanese car maker has shown a commitment to media in the UK at a time when there are fears over the companyâs plant in Sunderland, which is an area of the UK which voted overwhelmingly in favour of Brexit.
It is also one of the least affluent areas of the UK and Nissan is a key employer in the area with more than 20,000 jobs and had urged its employees to vote remain in the build up to the EU referendum.
Despite lingering doubts over the future of the Sunderland plant, Nissan has made a clear commitment to continue doing business in the UK.
A statement from the manufacturer read: As part of their promise to offer âinnovation that excitesâ Nissan is able to bring excitement to thousands of football fans around the world via exclusive assets such as Goal of the Week and the chance to be a Centre Circle Carrier during matches.
The new deal with Sky Sports for Premier League action will start next season when the broadcaster will show more live Premier League matches in the UK than ever before.
The partnership will include all Saturday lunchtime games along with the Super Sunday programme which is shown throughout Sunday afternoons, while Saturday 3pm games will be shown in the Republic of Ireland.
Nissan GB Marketing Director, Chris Marsh, explained the companyâs reasoning for entering the new partnership: Innovation and excitement are at the heart of what we do at Nissan, and as we saw last season the unexpected nature of the Premier League makes it one of the most exciting football leagues in the world.