Softlips signs as sponsor for third series of ITV's Footballers' Wives

LONDON - Lip care brand Softlips has signed up as the sponsor of the fourth series of 'Footballers' Wives', which begins this week on ITV1.

The deal, negotiated by Acumen Partners and ITV Sales, includes the sponsorship of two new spin-off programmes on ITV2 -- 'FW TV' and 'Footballers' Wives Extra Time'.

Softlips, owned by Mentholatum, replaces Scottish Courage wine-based ready-to-drink brand Bliss as the sponsor of the programme. Bliss had sponsored the third series as part of a £2m marketing programme last year.

Jill Ritchie, brand manager for Softlips, said: "Softlips is the fastest-growing lip care brand in the UK, and we are confident this association with 'Footballers' Wives' will further consolidate our position in the market."

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