Wilkinson Sword funds sports show

Wilkinson Sword has signed a deal to supply an advertiser-funded sports series called Pirate TV that will be produced by ITV company Meridian.

The 13 half hour shows will focus on the explosion of interest in extreme sports such as sky diving, rollerblading, and snowboarding.

Wilkinson Sword will fund the shows, which will have Wilkinson Sword break bumpers. The deal was brokered by Universal Sports Marketing.

The first show goes on air in November and will take the late-night slot after midnight. Wilkinson Sword plans to sell the series to foreign markets after it has been screened on ITV.

The move follows close on the heels of a deal by money transfer company Western Union, which supplied an advertiser-funded football news series, called World Football (MW March 5) for ITV.

The ITV network is understood to be receptive to the idea of advertiser-funded shows, but only if they are of the highest standard.

In the past, advertiser-supplied programming has been criticised for its poor quality. This criticism included BT’s Look Who’s Talking which was a look at “communication cock-ups” hosted by Philip Schofield. There have also been embarrassing gaffes when programme suppliers have tried to influence editorial, such as the Heineken executive who complained that there were too many black people in the audience of Hotel Babylon, supplied for screening on Channel 4.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now