Suzuki signs £20m Ant & Dec show deal

Suzuki has signed an estimated £20 million two-year agreement to sponsor ITV's Ant & Dec's Saturday Night Takeaway in one of the biggest deals in UK TV outside sport.

Suzuki will sponsor ITV's 'Ant & Dec's Saturday Night Takeaway'
Suzuki will sponsor ITV's 'Ant & Dec's Saturday Night Takeaway'

Ant & Dec will feature in Suzuki spots doing skits that have the same "tone and feel" as the show.

There will also be online content and Suzuki showrooms will use the programme’s branding. The deal was brokered by the7stars.

Kelly Williams, the managing director of commercial at ITV, told Campaign it was a "deeper" partnership than previous deals. 

Separately, ITV will air a "knitted ad break" during Text Santa on 18 December. Six brands have agreed for ITV Creative to recreate their ads using knitted characters as part of a Christmas-jumper theme, similar to last year’s "The Lego Movie ad break".

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