The European premiere of Dead at 21, a twentysomething drama series produced by MTV starting on Bravo from October 13, is to be sponsored by Scottish Courage brand Foster’s Ice.
It is one of two new sponsorship deals struck by the channel’s parent, United Artists Programming. UAP is placing a new emphasis on developing closer relationships with advertisers through on-air sponsorship, co-production, use of its text service and an Internet site.
In a second deal, UAP has signed up SympaTex to sponsor Wonders of Weather, a new series launching on the Discovery Channel next week.
SympaTex, an “all-weather” fabric and rival of Goretex, is launched in the UK next month with a spot ad campaign on ITV and Channel 4 and sponsorship and spot ads on Bravo.
Head of UAP sponsorship Meirion Alcock says: “Our aim is to offer advertisers a one-stop service.”
For SympaTex, UAP created and produced sponsorship credits. It says it could also get involved in designing and distributing printed mailers, messages for its text services and Internet sites for other companies.
UAP’s 750,000 ad campaign for Space Week, a themed programming strand on Discovery Channel, resulted in ABC1 men ratings rising by 30 per cent during the week-long season, unofficial Barb data shows.