ITV to sign Harveys as £30m Corrie sponsor

Harveys, the furniture store chain, is close to signing a deal with ITV to replace Cadbury as the sponsor of the long-running soap Coronation Street.

The parties are in final negotiations for the £10-million-a-year package, which is thought to be the largest of its kind in Europe.

The package, which includes online, mobile and broadcast sponsorship, will give Harveys branding on the new website, on ITV's soon-to-be-launched mobile platform, and traditional TV idents.

The race has been on to find a new sponsor since Cadbury announced last year that it would not renew its deal after 12 years with the show.

Cadbury pulled out of its sponsorship last November, when it was ten months into a two-year contract, as part of a strategy to focus on individual brands such as Dairy Milk, Flake and Creme Egg, and to drop overarching brand advertising.

An ITV spokesman said the broadcaster was still in talks and could not confirm a sponsor, but a deal would be finalised by the end of the month.