Lyons Cakes to sponsor Countdown

Channel 4 gameshow Countdown, the first show to appear on the network at its launch in 1982, will be sponsored by Tomkins-owned cake business Lyons.

The deal, which was brokered by media agency BBJ Media Services, is effective from the middle of May and will run until the end of the year. BBJ claim the deal is worth 750,000.

Channel 4 head of sponsorship David Charlesworth says: “We took some time to find the right partner on this deal. The show is pretty close to the hearts of everyone at Channel 4.”

The Lyons product portfolio includes; Bramley Apple Pies, Swiss Roll, Battenberg, and Grannies Cake.

The Lyons baking business was broken up by the drinks and retailing group Allied Domecq over an 18-month period from 1994.

The Lyons Cake business was subsequently sold in 1995 for 35m to industrial conglomerate Tomkins. It was incorporated into Tomkins’ Ranks Hovis McDougall business, as part of the existing Manor Bakeries operation which produces well-known brands such as Mr Kipling and Cadbury’s Cakes.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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