Granada Is Reborn In The USA With Boddingtons
Granada has secured Boddingtons as the £1 million sponsor of ITV1’s new celebrity entertainment programme, Reborn In The USA.
The new show will see one-time pop stars take a road trip around America in a bid to rediscover the pop fame that has eluded them since their last hit.
Travelling around the USA in a tour bus, the best acts will be voted for by the local audience, as well as by the UK public. ITV is hoping the show will generate a similar buzz as the surprisingly successful I’m A Celebrity Get Me Out Of Here.
The sponsorship deal will include break bumpers throughout the series and Boddingtons’ parent group, Interbrew, will also sponsor the off-air marketing. The deal was negotiated by Stewart Hunt at Granada Enterprises and Adam Bishop at Starcom Motive.
Bishop commented: “Reborn In The USA offers Boddingtons a fantastic commercial vehicle. The show is something that we have been looking at for some time, the concept is great and it promises to be a must-see television event.”
Recent months have seen a flurry of high-profile sponsorship deals. Last week ITV secured Nestlé as the record £6 million sponsor of the next series of Pop Idol (see ITV Secures Nestlé As Record £6m Sponsor Of Pop Idol).
BBC World, the BBC’s 24 hour international news and information channel, has also just secured a major new sponsorship deal with Stella Artois, for its flagship entertainment programme, Talking Movies.
The new deal continues Stella’s association with the movies, as the beer brand also sponsors Film On Four and a series of outdoor screenings of classic films.
According to Denise Turner of the Media Planning Group: “The whole idea behind sponsorship is that the brand more closely associates itself with the programme and borrows the brand values.”
However, Turner questions how much sponsors benefit from their association with certain programmes such as ITV’s Who Wants To Be A Millionaire, which appears to be constantly changing its sponsor (see NewsLine Column: Is Sponsorship The Silver Lining?).
Granada: 020 7620 1620 www.granadaenterprises.com
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