Britannia Music Club is to sponsor the ITV coverage of the Brit Awards for the third time. The Awards programme will be produced by Initial Film and TV for Carlton and aired on the network on Tuesday 20th February 1996.
The event is to be held at Earls Court Exhibition centre and will be hosted by Chris Evans. Britannia Music has also agreed to sponsor a half hour preview show called ‘The BRITS Are Coming’ which will be going out on the 15th February.
The deal was put together by Andy Thompson, Deputy Head of Sponsorship at Carlton and John Nelligan, Chairman of Britannia Music. A three year contract means that the Awards will be sponsored by Britannia Music until 1998. Andy Thompson said: “Research has shown that the better the fit between sponsor and programme, the better the viewer response to that sponsorship.” Since the partnership began, Britannia Music has invested over £6 million in marketing and promotional support of the Awards, which has previously attracted audiences of over 10 million viewers.
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