Co-op renews deal with ITV to sponsor The Bill

by Ben Bold, Brand Republic 25-Oct-05, 11:00

LONDON - Co-operative Financial Services has extended its deal with ITV to sponsor 'The Bill' on ITV1 and ITV3 for another 12 months.

The renewed agreement will see the Co-operative Bank and Co-operative Insurance Society brands appear on twice-weekly episodes of 'The Bill' and midweek re-runs, and the Saturday evening omnibus edition on ITV3.

The financial services brand will also appear as branded trailers, online, and as off-screen licensing activity.

Craig Shannon, executive director of marketing for Co-operative Financial Services, said: "Co-operative Bank and CIS have sponsored 'The Bill' since November 2004 and as a result our brands have enjoyed a significant increase in awareness among 'Bill' viewers. Our continued sponsorship over the next 12 months is a reflection of the success of the relationship."

Negotiations for the deal were led by David Newman, director of marketing management for Co-operative Financial Services; Andy Thompson, controller for sponsorship and branded content at ITV Sales; and Steve Evans, managing director of TCS Media North.

The sponsorship deal was the first for 'The Bill' and Co-operative Financial Services.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.