ITV Secures Sponsor For Stars In Their Eyes Kids
ITV has secured Cereal Partners brand Cheerios as the exclusive broadcast sponsor of the forthcoming series of Stars In Their Eyes: Kids 2004.
The deal, which was brokered by ITV Sales and Universal McCann, includes full broadcast sponsorship of the popular Saturday peak-time family show, as well as extensive telephony branding.
Stars In Their Eyes: Kids 2004 gives children the chance to appear on stage as a tribute to their favourite musical star. It will culminate in the third Stars In Their Eyes Kids live final when viewers will get the chance to vote for their favourite act.
Commenting on the deal, Ella Fletcher at ITV Sales, said “We are delighted to sign up Cheerios as the new sponsor of Stars in Their Eyes Kids: 2004. Their objective is to communicate that they are a healthy and fun brand, which appeals to all of the family. Kids Stars will certainly provide a great association and the core target audience for this brand.”
Dez Timmiss, marketing director at Cereal Partners, added: “Cereal Partners are very pleased to have secured the sponsorship for Kids Stars in their Eyes: 2004. It was felt that the fit between Cheerios brand values and the programme are very close and that the sponsorship provided an excellent opportunity for us to raise the profile of the brand.”
Earlier this month ITV Sales announced the appointment of Gary Knight as head of sponsorship and branded content following the completion of Carlton and Granada’s multibillion pound merger.
Knight takes up the position at the newly created company with immediate effect after having moved from Granada Enterprises, where he has been executive director of commercial ventures for the last three years (see ITV Sales Appoints Knight To Lead Sponsorship Division).
ITV: 020 7843 8000 www.itv.com
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