BT signs up as £5m sponsor of C4's Deal or No Deal

LONDON - BT has signed a £5m contract to sponsor Channel 4's Noel Edmonds-hosted gameshow, 'Deal or No Deal'.

The one-year partnership, which will promote BT's directories service, includes sponsorship idents, credits and break bumpers. These are being created by Lunar, the creative unit of BT's media planning and buying agency, PHD.

Deal or No Deal, which was launched in October, gives contestants the chance to win up to £250,000. The gameshow, which is broadcast six days a week, regularly attracts audiences of up to 3.6 million viewers, giving it a 30 per cent audience share. In January, it was given a primetime Saturday slot.

Edmonds has recently been awarded an 18-month contract extension to present the show until autumn 2007.

Channel 4 and BT declined to comment.

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