Outdoor clothing brand Regatta is to sponsor ITV1’s new series Countrywise that begins tonight (12 March) in a £750,000 deal.
The programme will be presented by Paul Heiney who will explore Britain’s countryside and the people who make it special. It combines items represented by Heiney with features drawn from ITV’s regions.
The deal was negotiated by Kerry Hargrave at ITV Commercial and John Hall at MediaVest Manchester.
Regatta is positioned as a value for money outdoor brand and competes with higher price ranges such as Berghaus. Regatta marketing director Graham Rickard says: “There is clearly a trend for people to turn to value for money quality outdoor brands instead of their more expensive competitors. If you add this to the fact that more people are holidaying in the UK and therefore requiring suitable clothing, we believe we can only benefit from these moves.”
ITV is keen to develop alternative sources of revenue to the traditional advertising spot and is currently locked in a war of words with Culture Secretary Andy Burnham over his opposition to product placement in TV programming.