SharkNinja is the new show sponsor for ITV’s live flagship morning magazine show, This Morning, starting from 1 September.
The partnership spans every consumer touchpoint including broadcast, digital and app, social media and content, experiential, licensing and product placement.
The deal was brokered by ITV’s commercial sales and partnerships team, alongside agency EssenceMediaCom.
Sponsorship idents will be created around content on both ITV1 and ITVX, and around short-form programme content on itvx.com and stv.tv as well as promotion from the official This Morning social media accounts and bespoke digital branded content. The social and bespoke digital content will be produced in-house by ITV Daytime’s creative team.
SharkNinja has its UK HQ in Leeds, alongside a research hub in London and further international bases in the US and China. It will showcase its line-up of products across its Shark and Ninja brands through the deal. The sponsorship also includes licensing rights for SharkNinja to use the This Morning show logo, product placement of Ninja utensils and appliances within the This Morning kitchen and an experiential package.
The ever popular This Morning app will also be fully sponsored by SharkNinja.
This Morning is ITV’s live flagship weekday magazine show, which now shoots at the BBC’s White City, London studios after beginning life I 1996 at Liverpool’s Albert Dock, launched in 1988, making it one of the longest-running programmes in the history of British television.
The multi award-winning show also received a special recognition BAFTA in 2018 and is acknowledged across the industry for campaigns that raise awareness on topics such as bullying and male suicide with initiatives like ‘Project 84’ and ‘Be Kind’.
This Morning’s hosts currently include Holly Willoughby, Alison Hammond, Dermot O’Leary, Craig Doyle, and Josie Gibson, following long-standing favourite Phillip Schofield’s high-profile exit in May. Together with a variety of experts and contributors, they deliver a topical mix of news, celebrity guests and real life stories along with cookery, consumer, health, fashion, beauty and lifestyle features to entertain and inform its loyal viewers, who are often encouraged to participate in the programme.
Lorna Brown, VP Marketing Europe, SharkNinja said: “We are thrilled to be joining This Morning as the new show sponsor. It is an iconic British TV show which shares our mission to positively impact people’s lives every day in homes around the world. This Morning is an ideal partner to showcase Ninja’s kitchen utensils and appliances and Shark’s floorcare, cleaning and beauty products.”
Nicola Marsh, managing director, EssenceMediacom North said: “SharkNinja, the innovative household appliance company, is thrilled to announce an integrated partnership with This Morning. EssenceMediacom is thrilled to have worked with SharkNinja to deliver this exciting next phase of their growth journey, using This Morning to tell their compelling brand and product story to consumers through an innovative integration that lives at the heart of the nation’s favourite daytime show.”
