Toyota to sponsor ITV1 ‘defunct pop acts’ show

Toyota has signed a deal with ITV Sales that will see its Verso model sponsoring ITV1’s new entertainment show Hit Me Baby One More Time.

The show will reunite now-defunct pop acts for a performance of their best-known song on prime-time television.

A selection of acts will reform every week, out of which the public will choose a winner. The winner from each weekly show will progress to a grand final at the end of the series.

Tim Brady, managing director of Alliance, Zenith Optimedia’s sponsorship division, and Stewart Hunt, senior sponsorship executive at ITV Sales, negotiated the deal.

The idents are being produced by Saatchi & Saatchi and will feature Leo Sayer.

vIn a separate deal, ITV Sales has announced that Kerry Group brand Cheestrings is to sponsor ITV1’s Saturday morning children’s show Ministry of Mayhem (MOM). The deal includes online sponsorship of the MOM microsite at the children’s ITV website.

Vizeum’s Chris Bullingham and Andy Niblett negotiated the deal for Kerry Foods with Ella Fletcher, senior sponsorship executive at ITV Sales.

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