Esure is to be the new sponsor of the ITV national weather bulletin. It replaces Powergen, which pulled the plug on the UK’s longest running TV sponsorship in September.
The insurance company says it is planning to use the deal, which is understood to be worth about £10m, as its key advertising platform over the next year. The sponsorship, which was negotiated by Carat Sponsorship, starts on January 1.
Carat group communications director Richard Morris says brand awareness is becoming more important in the insurance market to overcome the growing choice consumers face through comparison sites.
He adds: “To secure one of the UK’s most iconic sponsorships is a major coup for Esure, and the ITV weather bulletins give us the flexibility to tailor our creative executions and serve Esure’s needs appropriately.”
The national report runs daily following the regional weather updates throughout the day across all ITV1.
ITV head of sponsorship and interactive Mark Rosenegk says: “ITV’s national weather bulletin is now the third biggest broadcast sponsorship on ITV.”
Powergen became ITV’s first regular weather sponsor in 1989. It ended its 18-year deal with ITV earlier this year. It is understood that Powergen’s parent company, E.ON, has decided to increase its focus on its FA Cup sponsorship.
The Esure-ITV partnership was negotiated by Carat Sponsorship associate director Krane Jeffrey, and ITV customer relations sponsorship manager Kevin Giles.
Esure was launched in 2001 by Peter Wood as a joint venture with Halifax Bank of Scotland. Wood founded Direct Line in 1985, also with the backing of Bank of Scotland.