Wella dives into Baywatch deal

Haircare company Wella has won the race to sponsor ITV’s top-rated Baywatch programme for its brand Wella ShockWaves.

The deal, worth 750,000, will begin on September 23, for a 25-week run, across the ITV network. It is the first TV sponsorship by Wella, and ITV’s first sponsorship deal for a foreign-made programme.

The Wella ShockWaves brand was chosen over Pepsi, Virgin Cola, Gillette and Wilkinson Sword after ITV announced it was looking for sponsors of bought-in programming at the end of last month and decided to publicise the Baywatch opportunity.

The deal was put together by sponsorship firm Drum, Wella’s advertising agency Abbott Mead Vickers.BBDO and the Granada-owned TV sales house Laser Sales.

Laser handles sponsorship of acquired programming on behalf of the ITV Sponsorship Committee.

Laser, Wella and AMV were unavailable for comment at press-time.

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