Cobra Beer Completes ITV’s Round Of Movie Sponsorships
ITV has extended its use of movie sponsorship with a new agreement to give Cobra Beer coverage across all movies on ITV2 and ITV3 in 2005, completing its line up of film sponsors and marking the biggest single sponsorship deal yet negotiated for ITV2.
The deal is also the first sponsorship agreement to be secured for ITV3, the broadcaster’s newly launched entertainment channel for older viewers. In addition to regular sponsorship credits, Cobra will launch ‘CobraVision’, an innovative competition giving viewers the chance to have their own short film showcased during the sponsorship idents.
The deal with ITV is Cobra’s first television sponsorship deal, estimated to be worth £1 million. The broadcast activity will launch on 31 January with ITV2’s screening of The Whole Nine Yards. Cobra’s broadcast sponsorship includes branded interactivity, which will be promoted during movies on ITV2.
The interactive service will enable viewers to enter themed competitions via their remote controls as well as giving access to exclusive content about Cobra initiatives and products. The deal also includes an online presence at www.itv.com/movies. The deal coincides with a new on-air look for the ITV2 and ITV3 movie strands.
Commenting on the sponsorship deal, Karan Bilimoria CBE, founder and chief executive of Cobra Beer said: “CobraVision is an initiative to support and encourage creativity and filmmaking in the UK, and the first of its kind in broadcast, media or advertising history. This initiative provides aspiring artists and directors the opportunity to showcase their work to a wide audience through the Cobra/ITV partnership.”
The deal was negotiated by Yan Li, sponsorship and branded content executive at ITV Sales. He added: “Cobra Beer is the perfect brand for our multichannel movies and we are delighted to have them on board not just as the broadcast sponsor but also for the association to extend off air with ITV online and interactive support. We will also be giving CobraVision our full endorsement, it is an exciting media first for us all and we are looking forward to playing an integral part of the campaign.”
Earlier this month ITV secured an extended sponsorship deal with mobile phone manufacturer Motorola, covering all films on ITV1 in 2005 following the success of a previous deal which drove purchase consideration amongst viewers up by a massive 65% (see Motorola Signs For Extended ITV Movies Sponsorship). The broadcaster has also extended its broadcast rights agreement to screen NBC Universal’s feature films and television series in the UK into 2006 (see ITV Extends Movie Rights Deal Into 2006).
ITV: 020 7843 8000 www.itv.com
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