ITV has confirmed that it has signed a ground-breaking sponsorship deal with Midland Bank to sponsor all of its prime-time drama. The £2m deal will begin on May 1st with sponsorship credits in the new series of Sharpe.
The deal will last for a year, with the option of extending it until the end of 1997. Midland believe that within six months 90% of all adults will have seen the sponsorship. Each programme will carry a title sequence branded ‘The ITV Drama Premieres in Association with Midland Bank.’ The tie-up is also a first because all ITV companies have agreed to use the sponsorship when they broadcast the dramas.
Midland will back the sponsorship with a press campaign and in-branch advertising.
ITV Network Centre: 0171 843 8000
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