Channel 4 strikes Big Brother 10 sponsorship deal with Lucozade

Lucozade Energy is set to sponsor the upcoming Big Brother series 10 content on YouTube after signing a new deal with Channel 4.

The deal will see the sport drink’s branding on Channel 4’s Big Brother YouTube channels, branding on all YouTube Big Brother video watch pages, as well as pre-roll ads on every video on the Big Brother You Tube channel.

The broadcaster claims the TV sponsorship deal with Lucozade Sport is a media first to incorporate YouTube.

Lucozade’s deal will also give it brand presence across the main Big Brother 10 shows on Channel 4, BB E4 shows such as Big Brother’s Big Mouth and Big Brother’s Little Brother, as well as on the main Big Brother site on Channel4.com.

The deal follows on from the broadcaster’s campaign to encourage Big Brother auditions through YouTube between December and February, which is reportedly the most successful upload competition to be run by a partner on the video site.

Lucozade Energy is the first major grocery sponsor of the reality TV programme.