ITV has secured sponsorship deals for two new series in deals worth over £1 million.
Colgate has moved into broadcast sponsorship for the first time with the Colgate Sensation Deepclean endorsement of new prime-time Friday night series, Desperately Seeking Stardom. The programme follows the fortunes of young British stars-to-be on the Hollywood talent trail; the eight part series begins on 30 April at 10pm. It is understood that Colgate is spending over £1 million on the association.
Tim Brady, of sales house TSMS, says: “Desperately Seeking Stardom promises to be cult Friday night viewing during ITV’s prime 10pm slot. Colgate’s commitment to the programme reflects our confidence in it.”
The other deal associates the Laughing Cow cheese triangle brand with new kids’ show, Energize. The ten part ‘pacey’ CITV show begins on 5 May at 4:40pm. Victoria Idle, Laughing Cow brand manager, said: “Sponsoring Energize provided us with the perfect vehicle to launch a new creative style of communication for our core target of 8-11 year olds.”
…Separately, coffee company, Kenco, has signed a £500,000 sponsorship deal with Classic FM. This is the first time that Kenco has used radio as a major part of its advertising strategy. The 12 month deal was planned through Zenith Media.
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