Speedo will leverage Eurosport’s position as the ‘Home of Cycling’ to encourage viewers of Eurosport and users of its digital platforms to incorporate swimming into their fitness regimes.

“This partnership with Speedo is a great demonstration of Eurosport’s ability to deliver bespoke creative and strategic content solutions to advertisers and sponsors,” said Viviane Paxinos, Vice President Advertiser Partnerships, who leads the Discovery Networks International and Eurosport Ad Sales team in Northern Europe.

“The world’s leading brands, like Speedo, have evolved beyond traditional ad break campaigns and are looking for native brand experiences to engage with and to create conversations with their customers. We are thrilled to provide a solution to Speedo which fuels the passion of fitness enthusiasts across all platforms.”

Jamie Cornforth, Vice President of product and marketing at Speedo International Ltd added: “Eurosport’s quality coverage of cycling is watched by millions of viewers across Europe. These are the very people we are looking to engage in our aim to make Europe ‘Speedo Fit’. Eurosport’s audience is fitness conscious with a large majority participating in at least two sports, which perfectly matches our target audience. We are convinced that Eurosport is the ideal partner for this exciting campaign.”

The European campaign will run from June to September 2016 and will include bespoke billboards and on-air sponsorship around the Dauphiné Libéré from June 5-12 and the Tour de France from July 2-24. Both events will be raced by Australian professional cyclist Richie Porte, who is competing for the BMC Racing UCI ProTour team this season. Richie has collaborated with Speedo on a series of training plans and tips for cyclists who want to use the pool to increase fitness levels.

The campaign will also include editorial integration with exclusive interviews with Richie Porte and a 60 sec native film for television. All content will be produced by Eurosport award winning production team and scheduled strategically during the channel’s coverage of the Tour de France, with a reach of up to 54 million different European viewers.

There will also be digital integration with banners, digital promotions and pre-rolls on Eurosport.com, Europe’s most visited sports website with an average of 14m unique users per month in 2015. In addition Eurosport.com will interview Richie Porte, ahead of the Tour de France, to get his analysis on the course and favourites as well as to understand how he uses swimming in his fitness regime.

The deal with Speedo follows last month’s announcement of “One Discovery World”, a new international ad sales division created to showcase advertisers’ brands through innovative and personalised content solutions across Discovery’s portfolio of international networks.

ENDS.