ITV has announced that Argos is to become the new headline sponsor of Coronation Street.
The deal starts at the beginning of 2021 and includes broadcast, ITV Hub, product placement and off-air activations.
“ITV are delighted to welcome Argos on board to sponsor Coronation Street,” said Mark Trinder, Director of Commercial Sales and Partnerships at ITV.
“A cultural phenomenon, Coronation Street is a truly beloved and iconic brand across the world, and as the show enters its seventh decade, what better time to hail a new commercial era for the show.”
Argos will be the soap’s fourth headline sponsor, following Cadbury, Harveys Furniture and Compare the Market.
“As a British brand with decades of heritage, we’re really pleased to have been chosen as the headline sponsor for such an iconic show. I’m sure many of our customers will be tuning into Coronation Street for years to come and we’re very excited to embark on this new opportunity,” added Mark Given, Chief Marketing Officer, Sainsbury’s.
The deal was brokered by PHD and Drum.
“Coronation Street is extremely pleased to be linking up with Argos. Both are quintessentially British brands which have carved out a huge amount of affection and loyalty from viewers and customers by being there for them through thick and thin. And as we both drive forward into a new era, it feels like a fitting and exciting partnership,” said John Whiston, Managing Director Continuing Drama at ITV.
