ITV nets Google and KFC as World Cup coverage sponsors

News in brief

Google Pixel and KFC Delivery will sponsor ITV’s FIFA World Cup 2022 coverage.

The 50/50 sponsorship deal, which was arranged in partnership with ITV, Mindshare and Media Futures Group, Google’s agency with Essence, kicks off as the tournament begins in November and runs to the final on 18 December.

As part of the package, both sponsors will showcase custom made idents during ITV’s live coverage of 33 matches and highlights shows during the tournament in Qatar.

ITV, which shares the tournament rights with the BBC, will show England’s group game against the US, Wales group game against the US, and will have picks one and two of the round of 16 and first pick of the quarter-final stages.