Pepsi’s 7 Up to sponsor ITV prime-time show…

Pepsi-owned soft drink company 7 Up is to sponsor ITV’s new prime-time show Ice Warriors, which will lead the network’s Saturday night winter schedule.

The new show, dubbed “Gladiators on ice”, is a strong element in ITV’s attempts to beef up the network’s Saturday evening programme output and win back its declining audience share.

The 13-part action game show is produced by London Weekend Television and gets its first screening on January 24. It involves teams of professionals from around the UK competing against each other in a variety of challenges. The deal was broked by ITV sales house Laser.

Ice Warriors is the first series to come on air as part of new ITV programme director David Liddiment’s 200m winter schedule. At the unveiling of the network’s winter programmes last November, Liddiment said: “I have put more resources into Saturday night entertainment, increased the number of distinctive drama ‘events’ in the schedule and extended network programming after News at Ten.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here