Npower signs TV sponsorship first with £2.5m The Bill deal

Energy supplier npower is to sponsor ITV’s twice-weekly police drama The Bill for &£2.5m. It is the first time the programme has been sponsored.

The TV deal forms part of an &£8m push for the utility brand before the end of the year. It includes TV, press and online advertising.

Npower’s first TV sponsorship deal follows its debut in sports sponsorship, after it signed up as a sponsor for the FA Premier League (MW August 10).

Npower was formed in October 1999 when National Power split into two separately listed companies – npower and global unit International Power.

Manning Gottlieb Media, which won npower’s launch account in January, arranged the sponsorship. The tie-up begins on September 5 and runs until the end of the year. TBWA GGT Simons Palmer has created the idents.

MGM managing partner Nick Manning says: “Npower is effectively launching a new brand. The Bill is a community-based, down-to-earth programme with lots of integrity, an exact match for npower’s brand values.”

Manning says npower was attracted to The Bill as a means of building a major consumer brand because it has not been sponsored before. According to a Bill spokeswoman, the programme has 8.5 million viewers.

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