Granada Pairs Popstars With Fast Food Brand

Granada Enterprises has secured McDonald’s as the sponsor of a new series of Popstars, called Popstars: The Rivals, which will air on ITV1 this autumn.

The deal, brokered by Starcom Motive, includes full broadcast sponsorship of the show, which will create a girl-band and a boy-band to compete against each other in the charts. McDonald’s branding will also accompany coverage of the programme on ITV2 and will appear on ITV’s Popstars: The Rivals website.

Stewart Eaterbrook, who negotiated the deal on behalf of Starcom Motive, said: “McDonald’s has a great advertising legacy. This activity aims to build on that and extend the brand’s credentials beyond advertising.”

Granada Enterprise’s sponsorship manager, Mark Rosengk, added: “Popstars: The Rivals is a fantastic new concept show building on the success of the first series. We’re delighted that McDonald’s has teamed up with us for what promises to be the most exciting hit this autumn.”

Last week Granada signed Muller Dairy as the sponsor of a new series of Blind Date on ITV1, in a deal worth around £2m. The deal, which is intended to promote Muller’s yoghurt and drinks brands, also includes full broadcast sponsorship of the show on ITV1 (see Granada Sets Muller Up With Blind Date).

Granada: 020 7620 1620 www.granadamedia.com

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