Five lands sponsor for prime-time Superstars

by Fiona Ramsay, Media Week 23-Jun-08, 13:55

LONDON - Sports nutrition supplier Maximuscle is to sponsor Five's revival of 1970s game show Superstars for two months.

The Friday night series, which made a brief return on BBC1 in 2003, starts airing on Five on 11 July in an eight-week run.

The original Superstars was presented by David Vine and ran for 12 years on BBC One from 1973, featuring sports stars including Brian Jacks, Jackie Stewart and Bobby Moore.

The Maximuscle sponsorship consists of opening and closing credits and break bumpers, plus logo accreditation on promotional trailers.

The Maximuscle logo will also be visible on Five's outdoor marketing campaign for the launch of the show.

Presented by Sharron Davis and Jim Rosenthal, Superstars will pit athletes from different sports against each other. In a change from the original 1970s format, athletes will be divided into four teams.