Pukka, The People’s Pie, sponsors coverage of Euro 96 on ITV4 and ITV Hub in May


Pukka The People’s Pie is sponsoring coverage of ITV’s rerun of the epic Euro 96 tournament to continue bringing the nation’s favourite hot pie brand into people’s homes. Key matches will be shown on ITV4 and the whole tournament aired on the ITV Hub.

“Pukka pies have been a highlight of people’s football experience for over 30 years,” explains Pukka’s head of marketing, Rachel Cranston. “With the nation currently unable to watch football live, what better way to remind the people of Britain they can still enjoy their favourite match day pie whilst enjoying the game from the best seat in the house?”

Pukka’s creative will feature idents throughout every Euro 96 match shown on ITV4 and on catch up on the ITV Hub. Pukka’s idents will feature alongside football-focused content across the brand’s social media channels, “to keep fans entertained as they reminisce over one of England’s most famous tournaments,” adds Cranston.

The high-profile tie-up follows a phenomenal year for Pukka which is currently growing by +10.2% value. The coverage sponsorship is set to boost sales further during the warmer months by reminding people that pies are the perfect everyday meal.

Simon Daglish, deputy managing director of ITV Commercial, adds: “We’re thrilled that such a well-loved brand that’s so well linked to football has chosen to sponsor coverage of the summer football came home and we’re looking forward to working with Pukka as we go back in time to air some of the nation’s favourite football memories.”

Cranston concludes: “Through working with ITV, we’ll bring people’s favourite pitch-side pie into hundreds of thousands of homes each week, giving families a chance to relive one of the greatest football events.”

Pukka’s idents will run throughout May 2020 on ITV4 and remain on the ITV Hub, and will be supported with a social media push.