ITV lands Weetabix and Mars sponsorship deals

ITV has secured more than 1m in sponsorship for its autumn schedule through deals with Weetabix and Mars.

Gladiators, which is scheduled to run from September 5 for 15 weeks, is to be sponsored by Ready Brek, the cereal brand owned by Weetabix. The break bumpers will use the strapline: “Gladiators is sponsored by Ready Brek – together they are packed with energy.”

Ready Brek will be the series’ third sponsor. The first deal was with Kellogg brand Frosties and the second Del Monte Fruit Burst.

The Ready Brek deal was handled by Laser, which negotiated on behalf of ITV Sponsorship and Drum PHD – the Weetabix agency that developed the creative work for the latest campaign.

Laser commercial controller Martin Lowde says: “The deals reinforce the view that broadcast sponsorship is increasingly being recognised as a highly effective marketing tool.”

Meanwhile, Mars Confection-ery’s Snickers brand is to sponsor On The Ball – ITV’s new football magazine. The programme is scheduled to run at 1pm on Saturdays from September 5.

The deal was negotiated by TSMS, again with Drum PHD, which this time represented Mars.

TSMS director of sponsorship Tim Brady says: “It is particularly pleasing that sport is attracting brands which wish to target the elusive youth market. We are already seeing strong interest in the 1999 Rugby World Cup.”

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