ITV secures major sponsorship deals
The newly renamed ITV Customer Relations has signed two sponsorship deals in its first week since its rebrand from ITV Sales.
Frozen food firm Chicago Town has signed to become the broadcast sponsor
of American Idol in the UK. The move is part of a £5m investment
by the company in TV advertising in 2007 and is its biggest campaign to
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date, running from 19 January for five months on ITV2 and repeated on
ITV1.
The deal was bought by Mediaedge:cia and created by BDH\TWBA.
Meanwhile, Douwe Egberts Cafe Switch is to sponsor the latest series of
ITV1 daytime chatshow, Loose Women.
The deal includes broadcast sponsorship, online, mobile interactive
bumpers, on-air marketing and extra interactive content.
Loose Women, which was first shown in 1999, was previously sponsored by
women's car insurance company, Sheilas' Wheels.
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