Hollis Sponsorship Bulletin

High street electrical retailer Comet is to sponsor the next run of ITV1 gameshow Who Wants To Be A Millionaire? The deal, which covers the series from September to November, will feature idents from Addiction London  while the deal was negotiated by ZenithOptimedia. Commenting, Comet head of marketing Bill Moir said: “We’re delighted to be partnering such a high-profile and popular show. The sponsorship is the perfect platform for us to demonstrate our staff’s knowledge to customers.”

Separately, Dairy Crest flavoured milk brand FRijj is sponsoring Sky’s football show, Soccer AM for the upcoming soccer season. The multi-platform sponsorship is FRijj’s first foray into sponsorship with Sky and is said to be worth £2 million. For that price, FRijj will get coverage via broadcast, online, mobile and VOD. Marc Dubery, liquids sales and marketing director at Dairy Crest, said: “The humorous tone of the show fits well with the FRijj brand and will allow us to further build brand awareness.”