Lever Brothers is to sponsor ITV’s Stars in Their Eyes with its Radion soap powder brand – its first terrestrial TV sponsorship. The advertiser, which already sponsors ER on Sky with Persil, has signed a 14-week deal, beginning on March 13.
Radion is the first brand to sponsor the celebrity lookalike and soundalike show, which is hosted by Matthew Kelly.
The sponsorship was negotiated by Martin Lowde, commercial controller of Granada Media Commercial Enterprises, on behalf of ITV and Malcolm Grant, chief executive of sponsorship agency MGA on behalf of Lever.
Radion’s sponsorship sequences were created by its ad agency Mustoe Merriman Herring Levy.
Granada Mediasales Satellite & Cable has secured broadcast sponsorships with computer games publisher Eidos for its Football Feva show and with nicotine replacement brand Nicorette for National No Smoking Day on March 10. Pharmaceutical company Novartis will also sponsor The Pet Show with Program Animal Flea Treatment.