ITV nets Colgate for broadcast sponsorship

ITV has secured broadcast sponsorship deals for two new TV series launching from April 30.

One of the deals involves toothpaste brand Colgate, and represents the first time the brand has entered the sponsorship field.

Colgate’s new gel brand, Colgate Sensation Deepclean, will sponsor Desperately Seeking Stardom, a new “docu-soap” which follows the trials and tribulations of six Hollywood hopefuls living in a shared house in Los Angeles.

It will air on Friday nights at 10pm from April 30. The deal was brokered by TSMS for ITV, and Sponsorvision for Colgate.

In a separate move, cheese triangles brand The Laughing Cow has signed a 300,000 deal to sponsor youth sports programme Energize, launching on May 5 at 4.40pm. The sports programme, aimed at children, will be presented by Olympic 400m runner Jamie Baulch.

The deal was negotiated by Carlton on behalf of ITV, and by Carat for The Laughing Cow.

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