ITV signs Parkinson sponsorship deal with Bahlsen Biscuits

by Jennifer Whitehead, Brand Republic 15-Aug-06, 11:00

LONDON - ITV has signed up Bahlsen Biscuits as the new sponsor for 'Parkinson' on ITV1, starting in the autumn.

Bahlsen, which produces a range of upmarket chocolate-covered coated and filled biscuits, will feature in branded trailers on ITV1, branding on all off-air marketing and online sponsorship.

It is the first network sponsorship deal for the brand, but follows Bahlsen's regional sponsorship of Yorkshire TV's weather bulletins during 2005 and 2006.

The deal was negotiated by Leigh Alexander at ITV Sales and Jennifer Nicholson at MediaCom Edinburgh. The creative will be handled by Big Communications.

Alexander, sponsorship and branded content manager at ITV Sales, said: "This is a great partnership and first network TV sponsorship for Bahlsen. 'Parkinson' viewers match well with the biscuit brand's core ABC1 adult consumers."

Legendary interviewer Michael Parkinson defected to ITV after 33 years at the BBC in 2004. His show is due back on the air in September.

Separately, Shell has signed up as the new sponsor of ITV's Formula 1 coverage. The deal covers the last five races, qualifying and highlights programmes on ITV1 and mobile interactive break bumpers and sponsorship of ITV's dedicated F1 website.

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