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UK Sponsorship News


June 22nd, 2024

Global announced as the official audio partner of Team GB at Paris Olympics

Global Radio

Global, the media and entertainment group, has been confirmed as official audio partner of Team GB for Paris 2024. Team GB House, traditionally a base for athletes, their families and Team GB guests during the Olympics, will be open to the general public for the first time. In collaboration with NatWest, Team GB's official banking partner, Heart, Capital and Classic FM will broadcast from Team GB House from July 26th to August 11th, covering the duration of the Games. Additionally, Global Original podcasts such as "The Sports Agents" with Gabby Logan and Mark Chapman, will release exclusive episodes from this location. In the build-up, NatWest and Global will work with Team GB to provide motivational team talks. Listeners can also win opportunities to experience Team GB House and the Olympic Games in Paris alongside Olympic legends.

May 2nd, 2024

iD Mobile agrees E4 Bright Entertainment sponsorship package with Channel Four Sales


Following growth in customer acquisition over the last few years, iD Mobile (a subsidiary of Currys plc) is seeking to expand its presence in the highly competitive mobile market by reaching new audiences at scale via a newly-agreed partnership with Channel 4 Sales. The company is sponsoring E4 Bright Entertainment, which will see iD, 2024 Uswitch winner for Best Contract Value for Money & Best Network for Data, supporting award-winning, light-hearted and engaging content. The partnership will also provide a platform for iD to launch their revamped visual identity over the coming months. As part of this, iD's newly appointed creative and PR agency, Trouble Maker, has also been commissioned to create bespoke idents, currently in development, to complement a wider comms platform being crafted for the brand. The deal was brokered by SPP Media & Spark Foundry.

April 27th, 2024

Tesco Mobile takes headline sponsorship of "The Sports Agents" podcast from Global


Tesco Mobile has become headline sponsor of Global's new podcast, "The Sports Agents," hosted by sports broadcasters Gabby Logan and Mark Chapman. Launched in February, the podcast releases episodes every Tuesday and Thursday on Global Player and has already surpassed a million downloads. This six-month sponsorship aligns with Tesco Mobile's new brand platform, "It Pays to be Connected," which emphasises the value of connectivity in fostering community interactions. The campaign humorously explores the dynamics within various community groups and the pivotal role of a reliable network in maintaining these connections. As part of the sponsorship, hosts Logan and Chapman will share humorous stories from their experiences in numerous group chats, underscoring how essential these connections are to the sports community.

April 12th, 2024

Two of ITVBe's TOWIE series being sponsored by Astonish


Homecare brand Astonish is sponsoring two series of ITVBe's popular "The Only Way is Essex" (TOWIE), coinciding with the show's 33rd season which began in late March. The sponsorship package includes humorous idents that feature Barbie dolls in scenes reminiscent of the show. Astonish has secured product placements, with products appearing as props within the show and cast members using them in various cleaning scenarios. Specifically, the Astonish Pink Antibacterial Surface Cleanser will be highlighted in a kitchen setting during the current series. According to sources, the campaign is being run in a bid to "connect with a younger demographic". The Yorkshire-based brand is recognised as the first UK-manufactured household cleaning brand to be approved by both Cruelty-Free International and The Vegan Society.

April 9th, 2024

Wickes adds Magic Radio to long list of Bauer Media sponsorships

radio in bathroom

Wickes Kitchens and Bathrooms has launched a new partnership with Bauer Media's Magic Radio, specifically sponsoring The 4 'Til 7 Show hosted by Tom Price and Kat Shoob. This collaboration, facilitated by The Story Lab, represents the first alliance between Wickes and Magic Radio, enhancing the already extensive relationship between Wickes and Bauer Media. Over twelve years, this partnership has encompassed nine radio brands, including Absolute Radio and Hits Radio. The current 12-month campaign, starting this month, will feature the sponsorship of the newly hosted drive time show by Price and Shoob, including on-air trails, credits and weekly promotions. Additionally, the campaign will be supported by an online presence and branded social content, extending also to Greatest Hits Radio with the sponsorship of 'Foodie Thursdays' in Simon Mayo's drive time show.

March 26th, 2024

Financial advisers SJP sign first Sky Arts sponsorship deal

financial advice

Leading financial advice company St. James's Place (SJP) has embarked on its first Sky Arts sponsorship. The collaboration, facilitated by Sky Media and Mindshare UK, aims to enhance brand awareness for SJP among a broad audience, aligning with Sky Arts' extensive, free-to-air viewership. The campaign launches over the Easter weekend, starting April 1st, 2024. Viewers of Sky Arts will be introduced to SJP's brand through 15-second intro segments and 5-second breaks during the centre of programming. This sponsorship is part of a larger branding initiative that began on March 16th, 2024, encompassing a multi-channel strategy that spans television, broadcast video on demand (BVOD), radio, out-of-home (OOH), and social and digital platforms, including Sky Media's AdVance. The campaign's creative aspect, designed and produced by Recipe, communicates SJP's commitment to providing "Invaluable Advice" to consumers at various stages of their life journey.

March 22nd, 2024

Deezer takes category sponsorship role at the 2024 Music Week Awards


Deezer, an independent music experience platform, is set to sponsor the International Marketing Team Of The Year category at the upcoming 2024 Music Week Awards. Scheduled for May 2nd at the JW Marriott Grosvenor House in London, this event marks the return of the International Marketing Team Of The category, which was introduced in 2023. Deezer is recognised for offering a comprehensive music catalogue, including high-quality, lossless HiFi audio and unique features, serving over 180 countries. Since its inception in 2007 in Paris, Deezer has grown to employ over 600 people across France, Germany, the UK, Brazil and the US. Music Week, celebrating over 50 years, continues to be a pivotal trade media brand for the UK music industry.

March 22nd, 2024

Samsung extends partnership with Channel Four's Sunday Brunch


Channel 4 Sales and Samsung UK are enhancing their partnership, with Samsung remaining the official partner of the weekly entertainment show, Sunday Brunch, following an initial agreement from early 2023. The renewal, effective from March 17th and facilitated by Starcom, extends the deal for another year. This collaboration will further Samsung's promotion of its Bespoke Home appliance range through product placements and sponsorship idents within the show, emphasising its advanced technologies and home appliance innovations. The Sunday Brunch kitchen will feature Samsung products such as the Family Hub fridge freezer, Series 7 AI ovens, and this year, the Samsung Frame TV, among others. Additionally, Samsung will sponsor a new recipe license with Sunday Brunch co-host Simon Rimmer and will promote it on Samsung UK's social media channels.

March 14th, 2024

Swiss luxury watchmaker Tag Heuer in sponsorship deal with Universal Pictures for "The Fall Guy" movie


Tag Heuer, the renowned Swiss luxury watchmaker, has entered into a collaboration with Universal Pictures for "The Fall Guy," an upcoming high-octane action thriller directed by David Leitch. The film is set to premiere in UK cinemas on May 3rd, 2024. Produced by 87North, "The Fall Guy" features Ryan Gosling, a TAG Heuer brand ambassador and Oscar© nominee, in the lead role as Colt Seavers, a seasoned stuntman coaxed back into action when a leading actor of a high-budget film disappears. The movie also stars Oscar© nominee Emily Blunt as Jody Moreno, the director of the movie within the movie and Seavers' ex. In this partnership, TAG Heuer serves as the film's official watch sponsor, continuing Ryan Gosling's distinctive association with the brand as he dons the TAG Heuer Carrera Chronograph for his role.

March 13th, 2024

FT and Nikkei Inc. to sponsor first ekiden running relay in the UK

The UK is set to host its first-ever "ekiden" running relay on June 24th, sponsored by the Financial Times and Nikkei Inc. The event will feature a scenic route from Oxford to Windsor, tracing the Thames Path. This significant addition to the UK's running calendar coincides with the year the Hakone Ekiden, Japan's most prestigious ekiden event, marks its centenary. Ekiden, a relay race with deep historical roots in Japan, traditionally involved runners conveying messages and goods across stations along specific routes. The term "ekiden" derives from Japanese words for "station" and "convey or to tell." Today, it is celebrated as a popular sport that highlights teamwork, endurance and camaraderie. The announcement was made during the Japan Society annual lecture at Nomura International on March 11th, indicating a cultural bridge between the UK and Japan through the shared love of running.

March 2nd, 2024

Sky Media partners with niche car insurance company, Marshmallow


Sky Media has announced a new partnership with car insurance provider, Marshmallow, whose offering is specifically designed for people who have moved to the UK. The collaboration, which was planned and bought by Miroma Group's Wake the Bear, will see Marshmallow sponsor Utsav Plus, ARY Digital and GEO TV channels. Marking its TV sponsorship debut, Marshmallow's campaign aims to drive brand awareness and consideration among a specific target audience. This niche group comprises of people who have recently moved to the UK, own a vehicle and are looking for car insurance. The 10" creative will run across a mix of programming on the aforementioned channels, started on Friday, 1st March, 2024 and will continue until 30th April, 2024. Marshmallow offers competitive quotes specifically tailored for those who are overcharged, and this campaign aims to promote that precise message to their precise target audience. Sky Media negotiated the deal with Wake the Bear on behalf of Marshmallow.

February 27th, 2024

Channel Four Sales signs Waitrose as new sponsor of The Great British Bake Off


Channel 4 Sales has secured retailer Waitrose in a deal brokered by MG OMD, as new sponsor of The Great British Bake Off. As official broadcast sponsor, Waitrose idents will feature around the forthcoming Bake Off line-up on Channel 4 including The Great British Bake Off, The Great British Bake Off: An Extra Slice, The Great Celebrity Bake Off for Stand Up To Cancer, Bake Off: The Professionals, The Great British Bake Off Festive Specials and Junior Bake Off. Waitrose will first appear on 'coming soon' on-air trails this coming weekend (March 3rd) for The Great Celebrity Bake Off for Stand Up To Cancer. Over five new episodes, hosts Alison Hammond and Noel Fielding will welcome the 20 famous faces to the Bake Off tent, where they will try to impress Paul Hollywood and Prue Leith with their baking skills.

February 15th, 2024

Lexus partners with new Sky Sports Tennis channel in extensive deal

tennis ball

Lexus has struck a new year-long partnership with Sky Sports as "Presenting Partner" of its brand-new channel Sky Sports Tennis, to include exclusive sponsorship of the ATP Tour and the Women's Tennis Association (WTA) Tour throughout 2024. The seven-figure deal includes broadcast sponsorship of over 4,000 matches from more than 80 tournaments across the ATP Tour and WTA Tour and non-live tennis programming on the new dedicated channel. Lexus will also align with tennis content on Sky Sports' digital and social platforms. Across broadcast, the sponsorship will comprise 15-second accreditation to open and close each programme, while additional 5-second accreditations will top and tail each centre break. The sponsorship will utilise Sky AdVance to retarget tennis viewers across the web. To amplify the partnership, Lexus will use the Sky Sports Tennis logo and "Presenting Partner" designation across its owned and bought media.

January 31st, 2024

Aldi becomes new long-term sponsor of Channel Four's food-related programming


Channel 4 Sales has secured Aldi, the retailer, as the long-term sponsor for its array of food-related programming across multiple channels, including Channel 4, More 4, E4, and Channel 4 Streaming. This agreement also encompasses the 'Cooking Inspiration' segment on UKTV and W. Starting from January 29th, this sponsorship arrangement covers shows like 'Come Dine with Me' and 'Jamie Cooks the Seasons' on Channel 4, as well as programmes such as 'My Kitchen Rules Australia,' 'Masterchef New Zealand,' and 'Dessert Masters' on UKTV and W. Channel 4 Sales acts as the exclusive advertising representative for the UKTV portfolio. The sponsorship deal was facilitated with the assistance of Starcom, a media agency and McCann, a creative agency.

January 18th, 2024

RAF signs 6-month sponsorship deal with Cineworld for its 4DX format


The Royal Air Force (RAF) has initiated a six-month exclusive partnership with Cineworld as sole sponsor of its 4DX cinema format. The collaboration, facilitated by Omnigov and Digital Cinema Media (DCM), features the RAF's "Hero 60" recruitment advertisement titled 'The Force Protecting Space'. Currently active and set to continue until June, the ad. aims to showcase diverse career opportunities within the RAF. The 4DX ad. depicts a high-tech control room monitoring space activities and dynamic scenes involving fighter aircraft. It's being shown exclusively at 34 Cineworld locations equipped with the technology. 4DX enhances the cinematic experience by integrating motion seats and environmental effects like water, wind, fog, scent and more, along with surround sound audio. A standard version of the ad is being simultaneously broadcast across DCM's other cinema sites.

January 15th, 2024

Costa Coffee announced as brand-new sponsor of KISS Breakfast with Jordan and Perri


Costa Coffee has become the new sponsor of KISS Breakfast, hosted by Jordan and Perri, running from January 15th to the end of 2024. This sponsorship, involving the entire KISS Network including KISSTORY and KISS Fresh, is a first of its kind for the network. The collaboration starts with a live broadcast from a Costa Coffee store by Jordan and Perri. The partnership aims to integrate Costa Coffee into the daily experience of KISS' predominantly 15-34-year-old audience, labeled 'Gen K'. The plan includes frequent messaging and engaging activities such as national competitions and giveaways. Additionally, Costa Coffee will feature on KISS's social media and at their live events. EssenceMediacom facilitated this partnership as part of Costa Coffee's strategy to promote its breakfast offerings and connect with a younger demographic.

January 9th, 2024

Royal Caribbean and Eurovision Song Contest agree new parnership


Royal Caribbean International has announced a partnership with the Eurovision Song Contest, becoming an Official Partner for the 2024 and 2025 events. The collaboration aims to enhance brand visibility and promote host cities during these globally renowned music events. The partnership will be initiated during the 68th Eurovision Song Contest in Malmo, Sweden, in May 2024. The contest, which will be broadcast in 37 countries, attracts millions of viewers both on television and online. This event coincides with the launch of Royal Caribbean's European season, featuring six award-winning ships sailing from eight different cities across Europe and visiting various iconic destinations.

January 4th, 2024

Simba Hybrid in biggest-ever deal to continue sponsorship of C5 programming

watching TV

Sky Media and Paramount UK have confirmed that Simba Hybrid will continue as the official sponsor for Channel 5's drama programming, evening shows and the My5 on-demand platform in 2024. This partnership, marked by a seven-figure deal for one year, is the largest sponsorship in Channel 5's history and follows Simba's successful sponsorship in 2023. It includes various duration idents from Simba, promoting their Hybrid Mattress alongside new and established drama series. Simba's association with Channel 5 began in July 2022, with a doubled investment in 2023. Additionally, Simba expanded its audience by co-sponsoring the ICC Men's Cricket World Cup on Channel 5. The renewal for 2024 may underscore Channel 5's increasing audience share during prime time .

December 17th, 2023

Sky Business donates shirt sponsorship at PDC championship to PubAid


Sky Business has contributed to the PDC World Darts Championship by donating shirt sponsorship for four players to PubAid The gesture highlights Sky Business's support for the hospitality sector, especially pubs, during a crucial business period. The PDC World Darts Championship, starting on December 15th, 2023, at Alexandra Palace, is a major event in the darts world. Fallon Sherrock, notable for her historic wins in the 2019/20 World Championship, is one of the sponsored players. Joining her are Steve Beaton, Ryan Joyce, and Luke Woodhouse, who will each wear shirts featuring the names of the three winners of the 2022 PubAid Community Pub Hero Awards, acknowledging the contributions of individual pubs and publicans, as well as PubAid's role in supporting them.


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