British Gas has signed a multi- million pound blanket sponsorship deal covering Christmas programming on UKTV during December.
The deal will see British Gas sponsor most of UKTV’s Christmas schedule, including top-rated shows such as Jamie’s Kitchen, The Office and Only Fools and Horses.
British Gas will also run conventional advertising during breaks, in a plan designed to produce a constant association with UKTV. The campaign was sold through sales house IDS. An hour-long Christmas special, hosted by designer Laurence Llewelyn-Bowen, will also be produced, called It Wouldn’t Be Christmas Without… Top Ten.
The sponsorship will be supported by advertising in BBC magazines, a PR campaign and on bills sent out to British Gas customers. The sponsorship – the first time UKTV has offered such exclusive rights to its programming – runs from December 6 to January 3. Carat Sponsorship oversaw the deal.