Living strikes sponsorship deals

by Fiona Ramsay, Media Week 01-Jul-08, 12:25

LONDON - Virgin Media TV-owned channel Living has secured two sponsorship deals, with Procter & Gamble brand Fibresure, and holiday website icelolly.com.

In a six-figure deal, natural fibre supplement Fibresure will sponsor Diet on the Dancefloor, a new commission on Living. The programme follows 10 amateur dancers, who pair up with dance pros to lose excess weight.

The sponsorship, agreed between ad sales house IDS and Procter & Gamble, begins on 16 July and runs for two months.

Separately, holiday website icelolly.com is to sponsor The Fix, a round-up of the week's celebrity news and gossip on Living and Living2.

The Fix is broadcast three times a day on Living and twice a day on Living2.

Icelolly.com will sponsor the show across both channels between July and September. The deal was negotiated by IDS and John Ayling & Associates.