Media: Lucozade Energy to be first sponsor of Bad Lads' Army: Extreme

GlaxoSmithKline's Lucozade Energy is to be the first sponsor of Bad Lads' Army: Extreme on ITV1. The deal includes broadcast sponsorship on ITV1 as well as repeats on ITV2, on and off-air marketing and, for the first time, all interactive elements from red button interactivity, mobile interactive break bumpers, viral mobile and WAP site to microsite sponsorship.