Kit Kat to sponsor Sky World Cup

Food giant Nestle's Kit Kat confectionery will sponsor all of Sky's World Cup coverage as part of the biggest UK mobile campaign to date.

It will sponsor the coverage across iPhone, iPod Touch, Smartphones and all other WAP-applications.

The confectionery product will also be the sponsor of the Sky Sports Football Centre app and the Sky News app, as Nestle looks to cash-in on mobile media opportunities.

A spokesperson for Nestle said: "During the World Cup, websites tend to become very noisy with a wide range of advertisers vying for consumer attention.

"This led us to divert our attention to mobile as an interesting new platform to engage audiences."

Last week, Marketing Magazine reported that Mars and the Football Association (FA) were considering taking legal action against Nestle over its latest Kit Kat advert.

The ad, which features a girl with her fingers crossed and a face painted England flag on her cheek, is airing on TV at the moment.
Mars and the FA believe the brand is "passing off" an association with the England team.

Posted by Lauren Cook