Sky One snaps up Nobok for Legends show

Nobok, the recently launched global sports company, is to sponsor Sky One’s World’s Greatest Sporting Legend, a major new programme for the channel hosted by Sir David Frost and Des Lynam.

The eight-week programme will seek to find greatest figure in the world of sport and will feature a debate between experts each week within a particular discipline.

The six-figure deal has been negotiated by media agency Universal McCann quickly after the launch of Nobok, a sports event hospitality company that counts the likes of Boris Becker, Ian Botham and Stirling Moss among its ambassadors.

Mark Wood, commercial director at Sky Media, said: “The World’s Greatest Sporting Legends is one of the most exciting original series on Sky One this year.

“The Nobok deal creates a perfect sponsorship match for what we hope will be one of the Summer's most talked about programmes.”

It is hoped that the sponsorship deal will thrust the Nobok brand into the consciousness of sports fans in what is becoming a lucrative and competitive market.

Phil Cresswell, head of Universal McCann programming, said: “The Sky One sponsorship is the perfect fully-integrated launch platform that will help Nobok establish itself in the UK sports marketplace.

“It allows us to build the brand in a credible way whilst driving viewers to the website.”

By Kevin May

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