Allied Domecq’s pub operating divisions are to sponsor the first TV-backed pub quiz, to be broadcast in hundreds of its outlets each week.
Pubs within the Allied Domecq Inns division, which owns the local pub estate, and some within Allied Domecq Leisure, including chains such as Firkin, have linked up with Challenge TV (the relaunched Family Channel and the UK’s only dedicated game show station).
Challenge TV will broadcast the latter stages of a pub quiz, called the InnQuizition, held between about 400 Allied Domecq pubs and presented by the personality host known as “Question Mark”.
Jonathan Webb, head of marketing for Challenge TV, says: “We are seeking a number of partners for tie-ups such as this, where we can produce local TV links. The opportunity to broadcast live from the pubs develops the interactivity of the channel further, and also gives us some excellent programming.”
An Allied Domecq spokesman adds: “The quiz will run on Monday and Tuesday evenings, to entice customers into our pubs in the the early part of the week.”
Matthew Clark Taunton is also involved in backing the televised quiz, with a sponsorship deal involving its Dry Blackthorn Cider brand.
The national quiz starts on Monday (March 17) on the channel, which broadcasts from 5pm to 12.30am every day.