Craig Jelley at Sky Media and John Scurfield at OMD UK negotiated the six-figure deal.
The news coincides with the launch of the UK premiere of Dexter season four, which will hit TV screens tomorrow (20 August).
Other FX programmes incorporated in the deal: include NCIS, Burn Notice, The Walking Dead and Will Farrell’s comedy Eastbound and Down for approximately 180 hours per month over a nine month period..
Zarouhi Grumbar, senior brand manager, European designer licenses at Coty UK, says: “We are delighted to be sponsoring the drama strand on FX with Joop! Homme. The partnership brings together FX’s dynamic programming, with our sexy new creative, and injects fresh energy into the Joop! Homme brand.”
Deborah Armstrong, senior VP media sales and partnerships at FIC adds: “We are really proud to have Joop! Homme on board as sponsors of our award winning drama portfolio. We feel that the sexy, edgy brand attributes of Joop! Homme lend themselves perfectly to the FX environment and are delighted to welcome them onto the channel.”
This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.