Co-op Bank and CIS in £4m sponsorship deal for The Bill

The Co-operative Bank and Co-operative Insurance Society are to sponsor popular police drama The Bill on ITV1. It is the first time that both brands have been linked with a broadcast sponsorship.

ITV Sales is understood to have been looking for &£4m for the sponsorship of the twice-weekly police drama. The sponsorship will also include mid-week re-runs and a Saturday evening omnibus on ITV3, branded trailers, an online presence and off-screen licensing activity.

Four separate products for both the Co-operative Bank and Co-operative Insurance Society will receive exposure during the 12-month sponsorship. Each episode of The Bill will also end with a sponsorship credit that features logos for the two financial services brands, as well as for sister online banking brand Smile. All three brands are part of Co-operative Financial Services, which was formed in 2002 and is a business unit within the Co-operative Group.

David Newman, director of marketing management for Co-operative Financial Services, says: “We want to get consumers to start to understand a linkage between the Co-operative Bank, Co-operative Insurance Society and Smile.”

He adds that the sponsorship is a good fit because it links mass market consumer brands with one of the UK’s most popular dramas, which is seen by almost 12 million viewers per week, according to BARB figures for January to October.

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