Discovery Networks bolsters sponsorship strategy

Discovery Networks is increasing efforts to offer sponsorship opportunities on the channels and programmes it owns to brands.

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As part of the push, the network has appointed Katie Coteman, associate director at media agency Carat, to the newly created role of director of brand solutions and advertising.

Coteman will be responsible for selling sponsorship opportunities and more integrated advertising solutions to brands across Discovery Networks’ 12 channels in the UK, which span the factual and entertainment genres, and its online properties.

Recent partnerships include those with Singapore Airlines, which sponsored the Discovery Channel, and Cow & Gate, which sponsors Discovery Home & Health’s Baby Time strand.

Discovery Networks hopes Coteman’s appointment will give the media owner an “even greater presence” with agencies and clients, leveraging her decade-long experience in commercial development.

At Carat, Coteman’s clients included Disney, Birds Eye, General Motors, Hotpoint, Santander and the Central Office of Information. Prior to her role as associate director of communications planning, she also worked as a sponsorship manager at the agency.

Discovery Networks extended the Discovery Channel into retail in November last year in a bid to increase revenues and allow consumers to “touch and feel” the brand.

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