Tetley's signs deal to sponsor ITV4 shows

Tetley's, the Carlsberg-owned bitter brand, has signed an 18-month, multimillion-pound sponsorship deal with ITV4.

Tetley's…part of a £5m investment in bitter brands
Tetley's…part of a £5m investment in bitter brands

The sponsorship, which covers more than 40 hours of programming a week, marks the first time that Tetley's has advertised on TV for a number of years.

It will be backed by the tagline "Real Men's TV on ITV4", and includes classic shows such as Minder and new commissions such as Mark Watson: Kicks Off.

Tetley's sponsorship includes all programming between 11am and midnight apart from live sport and films, and is part of a planned £5 million investment in bitter brands from Carlsberg.

The idents for the sponsorship, created by Carlsberg UK's integrated marketing agency Billington Cartmell, will be shown on average eight times an hour between 11am and midnight, seven days a week.

OMD UK's Fuse Sport & Entertainment division negotiated the deal with ITV's commercial department.