The Times is to become the first broadsheet to sponsor a TV quiz show, as it announces a sponsorship deal with the Channel 4 series Countdown. The sponsorship will run for six weeks from next Monday, and is believed to be worth £250,000. It will include gamecard promotion in the paper.
In July, News International announced a sponsorship package with the Sun to sponsor four ITV game shows; Wheel of Fortune, Family Fortunes, Play Your Cards Right and Go Bingo.
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