Phones 4U sponsors sky music show

Sky has struck a multi-platform sponsorship deal with Phones 4u for its new music talent show Must Be The Music.

The show, hosted by Fearne Cotton, features a judging panel including rapper Dizzee Rascal, singer-songwriter Jamie Cullum and Scottish music artist Sharleen Spiteri, and will air on Sky 1 and Sky 1 HD, as well as on Sky Player and Sky Anytime.

The deal covers online, mobile and TV and will run until the end of September.

Phones 4u will sponsor the Sky 1 site, and the show’s campaign site and will have graphic or video pre-roll ads across the show’s video clips.

It will also sponsor the mobile campaign site and the Must Be The Music iPhone app.

The deal will also cover sponsorship of the programme’s follow-up show, ’Meet the Finalists’, as well as repeats on TV.

The show will also be promoted across Phones 4u’s 450+ stores, where the two companies will offer customers the chance to win VIP tickets to the show’s live finale at Wembley Arena.

Dave Shore, BSkyB’s head of sponsorship, said, “Must Be the Music is an innovative show that offers the opportunity to interact and engage with audiences across TV, video-on-demand, online and mobile.”

Russell Braterman, Phones 4u marketing director, said, “Our collaboration with Sky stretches from above the line, to digital, to in store communication, and to staff and customer activity. As such, it’s probably our single most integrated marketing and sponsorship campaign we’ve ever run as a business.”

This month BSkyB revealed its marketing costs topped £1bn last year, and saw revenue increas 11% to £5.9bn in the 12 months to 30 June.

This story first appeared on

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