Schwarzkopf poised to sponsor This Morning

Granada Enterprises is on the verge of securing sponsorship from Schwarzkopf’s Supersoft range for its This Morning show.

Supersoft is also considering sponsoring the website for This Morning. The deal, being negotiated by Mediaedge:CIA, is likely to include some form of joint promotion in shopping centres.

Granada has also signed up Wagon Wheels as the sponsor for the new series of ITV1’s On the Ball, in a separate deal worth &£600,000.

The Wagon Wheels deal represents the first foray into broadcast sponsorship for the brand, which is owned by Burton’s Foods. The deal, negotiated with BBJ, includes integrated online sponsorship of a microsite within the site. On the Ball was previously sponsored by Mars-owned Snickers.

On the Ball returns to ITV1 at the start of the Premiership season, on August 17. The Saturday morning football show is presented by Gabby Logan, with regular contributors Andy Townsend, Ally McCoist, John Barnes and Barry Venison.

Burton’s Foods senior brand manager Carys Evans says: “On the Ball is a perfect fit for the brand, ensuring we hit our target audience of ‘dads and lads’, but also get Wagon Wheels through to mum, the family’s main shopper.”

Wagon Wheels, which was relaunched earlier this year, is already involved with football at a grass-roots level, sponsoring a number of football competitions for children.

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