Sky One Secures Sponsor For New Entertainment Show
Sky One has secured Nivea for Men as the exclusive broadcast sponsor of its new live entertainment and music show, Tim Lovejoy and the Allstars, in a move that marks the brand’s first foray into television sponsorship.
The six-figure deal, which was negotiated by Carat, comprises full on-air and online branding, including sponsorship of a dedicated interactive television service offering digital satellite viewers the chance to win Nivea for Men products and tickets for the live show.
A series of specially designed credits will feature on all opening and closing sequences for the programme, as well as on all promotional trailers. Nivea for Men will also receive branding on a dedicated microsite available via www.skyone.co.uk.
The initial ten-week sponsorship will be supported by an extensive television, online and press campaign promoting the Nivea for Men range of products to its target audience of men aged 18-34. The deal was negotiated by Vicki Connerty, sponsorship manager at Carat.
The new programme will see Sky Sports Soccer AM presenter Tim Lovejoy host an hour of live conversation and music every Wednesday on Sky One. The show will feature guests from the world of football, film and television, as well as live gigs filmed in a specially created venue.
Commenting on the sponsorship deal, Rachel Jewsbury, brand manager at Nivea for Men, said: “Tim Lovejoy‘s Allstar audience is the perfect fit for Nivea for Men and will certainly help us to build the right personality for the brand.”
Mark Wood, commercial director at Sky Media, added: “Tim Lovejoy on Sky One is a great fit for Nivea for Men. This is a truly innovative and integrated sponsorship which I am sure will deliver on the objective of raising awareness of the Nivea for Men brand.”
Last month Sky One revealed its new autumn schedule with a focus on ‘distinctive, high quality and high concept’ programming designed to help it move away from its downmarket image. The broadcaster also refreshed its image with a new onscreen identity and logo (see Sky One Gets Facelift In Time For Autumn Schedule).
Analysis of the latest viewing figures from BARB reveal a disappointing performance form Sky One, which has seen its share of viewing fall in the face of increased competition in the multi-channel entertainment market. The broadcaster currently commands just 1.96% of the available audience, down from just under 4% five years ago.
BSkyB: 0207 705 3000 www.sky.com
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