Tonic for Big Brother 10 as Lucozade Energy signs up as main sponsor

LONDON - Lucozade Energy will be principle sponsor of Channel 4's Big Brother, making it the first major grocery sponsor of the reality TV show.

Lucozade Energy
Lucozade Energy

The sponsorship of Big Brother 10, which kicks off during the first week of June, will include idents created by M&C Saatchi using ‘little brother versus big brother' scenarios.

Lucozade Energy, as well as sponsoring the main show, will also have presence across the E4 spin off shows Big Brother's Big Mouth and Big Brother's Little Brother, the main Big Brother website. The deal has been negotiated through MediaCom

Big Brother 9 was sponsored by Virgin Mobile.

 

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More