Granada Sets Muller Up With Blind Date

Granada Enterprises has secured Muller Dairy as the sponsor of a new series of Blind Date on ITV1 this autumn, in a deal worth around £2m.

The deal, which is intended to promote Muller’s yoghurt and drinks brands, includes full broadcast sponsorship of the Saturday evening prime-time show on ITV1, as well as additional coverage on ITV2 and an integrated online sponsorship.

Stewart Hunt at Granada and Tim Brady at Zenith Alliance negotiated the deal, which represents Muller’s first foray into broadcast sponsorship, along with Greville Waterman at the Sponsorship Consultancy.

Commenting on the agreement, Hunt said: “We are delighted that Muller has decided to choose ITV1 as their products fit perfectly with Blind Date‘s young adult and family audiences.”

Publicis has produced the sponsorship breaks and credits for the new series, which include a 15 second credit at the beginning of the programme, a 10 second credit at the end and a series of 5 second break bumpers.

Earlier in the month, Granada secured Vanish Powershot as the £450,000 sponsor of the new ITV1 series Home On Their Own, presented by Ulrika Jonsson. Brokered by OMD Affinity, the deal which commenced on 6 July, has been taken through the line to promote a Vanish Powershot/Home On Their Own competition on ITV1.com (see Sponsorship Deal Makes New ITV1 Show Vanish).

Granada: 020 7620 1620 www.granadamedia.com

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