ITV Secures Hands On Sponsor For New Series
ITV has announced leading hand-care brand Atrixo as the sponsor of its latest daytime series Building The Dream, building on the hand cream’s slogan of “Hand care for hands-on people”.
The programme will give 12 couples the opportunity to build their dream home from scratch and represents Atrixo’s first foray into broadcast sponsorship.
The deal, worth £650,000, was negotiated by Vicki Connerty at Carat and Mark Rosenegk at ITV Sales. Commenting on the deal, Rosenegk said: “We are delighted that Atrixo is launching its first television sponsorship on ITV1. This is a great opportunity for Atrixo to target a ‘hands on’ audience, Building The Dream really is the perfect association.”
The series will climax with a live final in which viewers will be invited to decide which couple get to live in their dream home.
The deal follows several high profile sponsorship contracts secured by ITV. Last month the broadcaster signed Heinz Salad Cream and Tomato Ketchup as the sponsor of its high-rating soap Emmerdale for the second year running in an extension of a deal worth £6 million (see ITV Secures Heinz Salad Cream As Emmerdale Sponsor).
ITV: 020 7843 8000 www.itv.com
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