Lyons Cakes has been announced as the sponsor of Channel 4’s Countdown show. The deal, signed for an undisclosed sum, will begin on 18 May. It was negotiated by BBJ on behalf of Manor Bakeries, which owns Lyons Cakes.
Richard Moss of Lyons Cakes said: “We believe the link is perfect. The audience profile matches that of Lyons Cakes, the time of day – 4.30pm – is obviously perfect for a teatime product, and both brands have become national institutions over the years.”
David Charlesworth, head of sponsorship at C4, added: “Of all our programme properties, Countdown is perhaps closest to people’s hearts so we have been particularly keen to hold out for the most fitting sponsor.”
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