Tiger Beer to sponsor cult shows on Dave

by Media Week, Media Week 06-Nov-07

Interactive Digital Sales has secured the first sponsorship deal for Dave, the pay TV channel owned by sister company UKTV.

Under the deal, bottled beer brand Tiger Beer will be the broadcast
sponsor of two cult shows - Mind, Body, Kick-Ass Moves and Mind, Body,
Kick-Ass Miracles - from 10 November until the end of January 2008. The

package was negotiated by Caroline Holmes, IDS commercial development

manager, and Golley Slater Promote.

The deal consists of eight 10- second credits an hour, including the
opening and closing credits and accreditation throughout the programme.
Tiger Beer branding will not appear on the Dave website.

Dave launched on 15 October and has been billed as "The Home of Witty
Banter".

It was rebranded from UKTV G2 and broadcasts across Freeview, Sky and
Virgin Media. Aimed at a young male audience, it reached 10.7 million
viewers in its first week, which represented a 1.33% share of total
multichannel viewing.