Sky One Sponsorship Takes Disaronno To Las Vegas
Sky One has secured Amaretto liquer brand Disaronno as the seven-figure broadcast sponsor of its new US drama series, Las Vegas, which debuts on the channel next week.
The deal, negotiated by Sponsorvision, represents Disaronno’s first foray into UK broadcast sponsorship and runs for 22 weeks with a series of credits designed to tie in with the show’s dominant themes of thrill, glamour and style.
Starring oscar award nominee, James Cann, Las Vegas follows an elite surviellance team charged with maintaining the security of one of the city’s largest resorts and casinos.
Commenting on the deal, Andy Corris, marketing manager at First Drinks, said: “This is an excellent opportunity for Disaronno to gain extensive exposure outside of its traditional advertised period at Christmas and through a new and innovative medium.”
Mark Wood, commercial director at Sky Media, added: “Las Vegas is the latest big-hitting, high quality drama series that underscores Sky One’s commitment to showing the very best of US television first for UK audiences. We are confident that this stylish and exciting new series will provide the ideal environment for Disaronno to reach its target customers.”
Last month Sky One secured GlaxoSmithKline’s Macleans Ice Whitening toothpaste brand as the exclusive six-figure broadcast sponsor of Nip/Tuck, its controversial comedy drama about cosmetic surgeons (see Sky One Secures Macleans To Sponsor Nip/Tuck).
The deal was arranged by the satellite broadcaster’s advertising sales operation, which recently poached Five’s deputy chief executive, Nick Milligan, to take up a newly created role of managing director. He will lead Sky Media’s strategic development as the satellite broadcaster looks at ways to increase its advertising revenues (see BSkyB Confirms Milligan To Oversee Advertising Sales Arm).
BSkyB: 0207 705 3000 www.sky.com
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