Del Monte in new deal with Gladiators

Del Monte has renegotiated its sponsorship of ITV hit show Gladiators with its Fruit Burst soft drink, and extended the deal to cover satellite for the first time.

The agreement means Fruit Burst will sponsor the ITV Network series, which starts in September and will be hosted by Ulrika Jonsson and Jeremy Guscott, as well as sponsoring the first series of Gladiators on the Granada Plus channel, which is part of Granada Sky Broadcasting (GSB).

The deal was negotiated by Sally Blackburn, commercial manager at Laser, and Zoe Fuller at Drum PHD on behalf of Del Monte Foods (UK).

Craig Nyman, agency sales director for GSB, says Del Monte will reach a slightly younger audience through its satellite sponsorship than with the terrestrial show, as Granada Plus has proportionately more viewers aged nine to 15 years.

He says: “Del Monte is covering all bases. It effectively owns Gladiators now.”

He says the sponsorship credits will be followed by a voiceover telling viewers about the Gladiators roadshow, which is being sponsored by Del Monte Fruit Burst.

Blackburn says: “The fact that the deal now includes other channels strongly endorses the effect of broadcast sponsorship.”