Reckitt to sponsor Emmerdale

Reckitt-Benckiser is to sponsor ITV soap Emmerdale in a 12-month deal thought to be worth £10m.

It is understood that RB will use the sponsorship to showcase a number of its brands on a rotational basis. Its portfolio includes Mr Sheen, Finish, Dettol and Lemsip, but which brands will be featured remains a closely guarded secret.

Emmerdale’s previous sponsor, Heinz, used the soap to support Heinz Salad Cream and Heinz Tomato Ketchup. Its deal ended in May.

Gary Knight, head of sponsorship and branded content at ITV Sales, says: “The partnership with Reckitt Benckiser will be activated across the communications platform.”

The deal includes broadcast sponsorship of all episodes of Emmerdale on ITV1, ITV2, ITV3, online, licensing and off-air promotions. It will also provide interactive television applications for the first time. It is thought that digital viewers will be able to click on a red button during the soap and sponsorship idents to access information on the show, characters and plot lines.

Joanna Kay, media controller at Reckitt Beckiser, northern Europe, says: “That we are able to take a deal as big as Emmerdale reflects the growing strength of Reckitt Beckiser as an advertiser in the UK.”

The soap is watched by an average audience of 10 million people six times a week. ITV executives are hoping that the programme, which was floundering a decade ago, may overtake EastEnders in the ratings.

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