New ITV Sponsorship Puts Mini Between The Sheets

Granada has persuaded Mini to follow up its sponsorship of ITV1’s Cold Feet with a six figure deal to sponsor a major new drama series called Between The Sheets.

The deal, negotiated by Leigh Moscrip at Granada Enterprises and Matthew Platts at Vizeum, includes a range of sponsorship credits and break bumpers around each episode of the series, which is due to air in the autumn.

Between The Sheets stars Brenda Blethyn and Alun Armstrong and is being billed as a frank exploration about sex in the twenty first century. The series has been written by Bafta award winner, Kay Mellor, and is executive produced by former ITV director of programmes, David Liddiment.

Creative for the campaign, which will continue the theme of the ‘Mini drama’ that runs throughout the rest of the brand’s advertising, is currently being designed by WCRS.

Commenting on the deal, Leigh Moscrip, sponsorship executive at Granada Enterprises, said: “We are delighted that Mini is continuing its association with comedy drama on ITV1 and we are looking forward to seeing the next instalment of the Mini drama theme.”

Emma Lowndes, Mini’s marketing manager, added: “This is going to be a great series. Mini is delighted to be associated with it”.

BMW’s Mini first sponsored the fourth series of Cold Feet in 2001, but then extended its deal last year to cover the fifth and final series of the hit comedy drama (see Granada Gets Cold Feet Over Mini Sponsorship), which consistently attracted more than 8 million viewers to ITV1.

Earlier this month ITV secured Lindemans as the sponsor of four major new drama series to be broadcast on the network this autumn and winter 2004 (see ITV Secures Lindemans For Corking Sponsorship Deal).

Granada: 020 7620 1620 www.granadaenterprises.com

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