Eblex signs UKTV sponsorship deal

The English Beef and Lamb Executive has signed a deal to fund Matt And Allegra's Big Farm, a food format on the UKTV channels Good Food and Dave.

Matt And Allegra's Big Farm: Eblex deal
Matt And Allegra's Big Farm: Eblex deal

The body will fund the format's second series, which is fronted by the ex-England rugby player Matt Dawson and chef and Leon co-founder Allegra McEvedy. It will premiere on pay-TV channel Good Food in the autumn.

The show follows the 2008 series Mitch And Matt's Big Fish, which was funded by Young's Seafood and reached four million viewers across the UKTV channels.

The deal, brokered by MPG Media Contacts, includes online sponsorship, branded marketing activity to support the series and bespoke idents.

Jane Ritchie-Smith, the consumer marketing manager at Eblex, said: "For us, this is the perfect programming recipe: a good measure of fantastic farming stories, a large helping of deliciously inspiring recipes all topped off with a great dollop of fun."

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