Cockburns gives pounds 1m backing to ITV comedy deal

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.

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

December.



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.