Toyota has agreed an £18m deal with ITV to sponsor virtually all the channel’s New Year schedule from 10.30am on New Year’s Eve until midnight on New Year’s Day, for the next five years. With the exception of News At Ten, a Diana documentary and Coronation Street (which is sponsored by Cadbury), every programme during this period will feature humorous idents appropriate to the programmes they surround. These idents have been written by Saatchi & Saatchi, Toyota’s advertising agency.
In addition to the New Year scheme, the deal will see Toyota sponsoring ITV’s Movie Premieres series, formerly endorsed by Walker’s Doritos.
David Prosser, head of sponsorship at Carlton said, “The Toyota deal breaks new ground for ITV sponsorship. The sponsorship of New Year over the next five years and Movie Premieres for three years makes it the largest, longest running deal every negotiated by any UK network satellite or terrestrial.”
Subscribers can access the Sponsorship database by selecting “Sponsorship” from the drop-down box at the top of this page.
Lowe Bell Good Relations: 0171 631 3434
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