MTV Gets A Boost From Jackass Sponsorship Deal

MTV has secured Boost, the chocolate brand owned by Cadbury Trebor Basset, as the sponsor of its off-the-wall comedy stunts show Jackass.

The sponsorship, negotiated by Viacom Brand Solutions and Carat, will be used as part of the relaunch campaign for Boost, which is to be marketed as an energy bar, rather than a chocolate treat. The agreement includes rights to the existing series of the show on MTV1 and MTV2, as well as the new series, which is expected to air early next year.

Commenting on the deal, Nick Jefferies, communications planning manger on the Boost account, said: “This is a fantastic opportunity, apart from the great synergy with our target audience and the product, the sponsorship of one of the most talked about and innovative shows on TV will give us a great brand positioning platform.”

Viacom Brand Solutions, which designed the creative for the campaign, plans to extend the sponsorship by touring universities around the UK promoting Jackass-style events.

Earlier this year, MTV and IPC Ignite! announced details of a marketing partnership that saw IPC’s men’s lifestyle title Loaded sponsor MTV’s Jackass (see IPC And MTV Form Marketing Partnership).

MTV: 020 7284 7777 www.mtv.co.uk

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