Granada Extends Six Figure Sponsorship Of Men & Motors
Granada Enterprises has announced that Bennetts Insurance Services has extended its six-figure sponsorship of the bike strand on Men & Motors until the end of October next year.
The deal was negated by Jamie Ball at Granada Enterprises and Alex Kisby at MediaVest Manchester. It includes exclusive broadcast sponsorship of all bike related programmes on the Men & Motors channel, which broadcasts 2 Wheels, Bike File and Superbiker.
Bennetts has created a series of new credits as part of the renewed sponsorship deal and has negotiated an online presence at www.menandmotors.co.uk, with branding appearing on all bike, time trial and competition pages.
Men & Motors and Bennetts will also undertake a number of joint marketing initiatives and will work together to promote their partnership in the bike press, online, via leaflets and with competitions.
The first initiative in this joint approach will see both companies sponsor the Prowler Racing tan at this year’s Macau Bike Grand Prix. Joint branding will also appear at the 2004 Isle of Man TT, which will be covered exclusively by Men & Motors.
Commenting on the deal, Granada’s Jamie Ball said: “The broadcast element of the sponsorship has created the platform for us to take this deal forward, and diversify into many different area’s of joint collaboration. Bennetts renewal is a great endorsement of this type of deal and Men & Motors continued position as the number motoring channel in the UK.”
Bennetts’ director, Matthew Gledhill, added: “Men and Motors achieved excellent viewing figures during our last sponsorship deal and with extended hours, we can continue to increase our brand awareness to core biking enthusiasts.”
Analysis of monthly viewing figures show that Men & Motors has seen its audience share increase over the last few years, despite growing competition in the multichannel market. The channel recently increased its output to 12 hours a day, which helped it to achieve a 0.29% share of viewing during August, up from 0.19% in the same period in 2001.
Earlier this month Granada Enterprises secured Gala Bingo to sponsor ITV’s new entertainment quiz show, I’m The Answer, in a six figure sponsorship package (see Granada Secures Gala Bingo To Sponsor New ITV Quiz).
Granada: 020 7396 6000 www.granadaenterprises.com
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