BSkyB Secures Nivea As Six Figure Sponsor Of 24

Nivea Deodorant is moving into TV sponsorship for the first time in a £1.7m deal linking the brand with cult drama 24. The series is moving from BBC2 to Sky One for its third series, making it commercially available to UK advertisers for the first time.

Carat Sponsorship fought off stiff competition to secure the deal for the advertiser, and the creative campaign will forge a link between the series, which covers 24 hours in the life of CTU special agent Jack Bauer, and Nivea’s 24-hour deodorant protection.

Marketing and sales director for Beiersdorf [owner of Nivea] Andrew Frost said: “24 and Jack Bauer provide the perfect vehicle to deliver the Nivea Deodorant 24-Hour protection and care message. It’s hard to think of a better fit between programme and product.”

The third series of 24 begins on Sky One on Thursday 12 February and each episode will be aired once a week, with monthly catch-up nights showing the previous four episodes back-to-back.

The sponsorship package includes 15-second credits at the beginning and end of each episode and a total of six 5-second break bumpers in the three centre breaks of each programme. It will also include promotions across other Sky channels.

BSkyB: 0207 705 3000 www.sky.com

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