Comparethemarket to sponsor Corrie is to become the sponsor of ITV1’s iconic soap Coronation Street, replacing furniture store Harveys.

Rovers Return

The three-year deal, which is understood to be in the region of £30m, will see the comparison site partner with the Manchester-based soap in broadcast indents, online, on mobile and with other licensing elements.

ZenithOptimedia’s sponsorship and content division Newcast and ITV Commercial negotiated the partnership. The new idents, featuring Comparethemeerkat’s long-running meerkat brand ambassador, are to be made by the company’s creative agency VCCP.

Paul Galligan, managing director of says: “Coronation Street is one of Britain’s most entertaining and best loved TV shows and so we are delighted to be partnering with such a prestigious programme. We will be working closely with ITV to ensure this is a model partnership, utilising both on and off-air opportunities to take our brands to customers in new and exciting ways.”

Harveys is ending its five-year deal with Coronation Street in November.

ITV1 has also signed a product placement deal for sister soap Emmerdale this month as the broadcaster increasingly looks to monetise its programming and rely less on traditional advertising.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest 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 will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here