ITV1 nets sponsorship double deal

ITV Commercial has revealed sponsorship deals with Standard Life and Uncle Ben’s for ITV1 programming.

Standard Life is to sponsor ITV1’s celebrity travel package that includes Billy Connolly: Journey to the Edge of the World and Trevor McDonald’s Secret Caribbean.

Mediacom negotiated the deal, which includes broadcast and online sponsorship. Valance Carruthers Coleman Priest will devise the idents.

Gary Knight, ITV sponsorship, content partnerships and interactive sales director, says: “It is extremely gratifying that Standard Life has reinvigorated its faith in the television medium as a core component of its brand building and activation plans.”

Uncle Ben’s is to sponsor a strand of cookery programming on ITV1 including the show Taste The Nation, which pits 32 British counties against each other to find out which has the finest cooks.

Other programming includes Britain’s Best Dish: Celebrity Special and Daily Cooks Challenge, hosted by Antony Worrall Thompson. The deal was set up by ZenithOptimedia and includes broadcast sponsorship, online, interactive and mobile interactive break bumpers.

Proximity London is producing the sponsorship idents and they feature both rice and sauce products.

ITV is facing a huge slump in advertising revenues as companies cut back on marketing budgets and the broadcaster is keen to increase revenues from non-spot initiatives.

The broadcaster is to report full year results on March 4 and is expected to announce cost cutting and revenue raising measures, such as the sell-off of Friends Reunited.

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