Granada Cleans Up As Home Pride Extends ITV Sponsorship

Granada has announced that Home Pride is to extend its sponsorship package with ITV1, after research revealed the success of the £3.5 million deal it signed last month.

The company, which currently sponsors The Bill, Trisha and the British Soap Awards, will add This Morning and the National TV Awards to its portfolio from the Autumn.

The decision to extend the deal follows research from Home Pride, which showed that its oven cleaner brand, Oven Pride, experienced a 200% increase in sales on the back of its recent sponsorship deal with ITV1 (see Granada Secures Innovative £3.5m Deal With HomePride).

Martin Lowde, sponsorship director of Granada said “The fact that sponsorship can have this sort of impact on sales, particularly with a new brand, a new company, is fantastic. The data obtained will help us inform other up and coming companies that sponsorship actually does work.”

Matt Stockdale, managing director of Oven Pride’s parent group, Homepride, added: “Introducing a new product and brand to retailers in such a competitive market has not been easy. We made a calculated decision that has resulted in even the smaller retailers following the multiples in listing our products.”

Granada Enterprises recently secured Barclays as the six-figure sponsor of ITV1’s South Bank Show (see Granada Secures Barclays For South Bank Show Sponsorship).

Granada: 020 7620 1620 www.granadamedia.com

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