The haircare company Wella has been signed up to sponsor ITV’s Baywatch for its brand Wella ShockWaves, in a deal said to be worth over £500,000.
The deal will take effect from September 23rd and will run for 25 weeks. It will be the first television sponsorship that Wella has undertaken and the first time Baywatch or any other foreign-made programme has been sponsored. There will be credits during the opening and closing sequences.
The deal was overseen through ITV sales house Laser and Abbott Mead Vickers BBDO’s sponsorship specialists Drum.
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