ITV has signed up its first sponsor for a strand of comedy
programmes with the Allied Domecq brand, Cockburn’s Special Reserve, in
a deal worth around pounds 1m.
The port brand is being linked with high-profile ITV comedy programmes
which will appear in peak Friday and Saturday night slots from now until
The season of programmes comprises An Audience with Ronnie Corbett, a
new sitcom written by Nick Hancock called Blind Men, It’ll Be Alright on
the Night and the pinnacle of the season, the 1997 British Comedy
Awards, which involves both programme and event sponsorship.
The deal has been negotiated through sponsorship specialist,
Sponsorvision and ITV sales house, Laser Sales. It is the first time
comedy has been sponsored on ITV.
Michele Pitts, marketing manager of fortified wines at Allied Domecq
Spirits and Wine, said: ’We expect the combination of high visibility
and classic Cockburn’s humour to deliver a highly impactful message in
the key pre-Christmas sales period.’
Support for the sponsorship will include voting for the Cockburn’s
Funniest Comedy Moment.