ITV to sign Harveys to £30m Corrie sponsorship

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

Corrie... new sponsor
Corrie... new sponsor

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

The new package, which includes online, mobile and broadcast sponsorship, will give Harveys branding on the new ITV.com web site and on ITV's soon to be launched mobile platform, as well as 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 twelve years with the soap.

The company pulled out of its sponsorship last November, when it was 10 months into a two-year contract, as part of a strategy to focus on individual brands such as Dairy Milk, Flake and Crème Egg, and drop over-arching brand advertising.

An ITV spokeswoman said the broadcaster was still in negotiations and could not confirm a sponsor. She added that a deal would be finalised by the end of the month.