Right Guard signs sponsorship deal with Channel 4

Right Guard, the Henkel-owned deodorant brand, has signed a seven-figure deal to sponsor a strand of programmes across Channel 4, including The Million Pound Drop, to promote its male and female variants.

Right Guard: C4 sponsorship deal
Right Guard: C4 sponsorship deal

The eight-month package, planned and bought by MEC's sponsorship division, will target male and female programming as well as specific times of the day.

The idents have been created by Signal TV, and will target male and female viewers. Promotions for female Right Guard products will run with the US soap One Tree Hill, and male-targeted idents will be used for Smallville, both showing on E4.

On Channel 4, both male and female variants will run in rotation across breakfast programming and The Million Pound Drop, the live game show presented by Davina McCall.

The sponsorship will also extend online when the programmes are watched on 4oD.

Ben Haxworth, the marketing director of Henkel, said: "We are delighted with the bespoke Channel 4 and E4 package that will create an unprecedented awareness of the Right Guard brand across the peak summer season.