Bavaria Sponsors ITV's Comedy Package

Bavaria, the Dutch brewer, is the new sponsor of ITV’s comedy package. Three new comedy shows including The Job Lot, Great Night Out and Fake Reaction will be included in the package, as well as the popular series Benidorm, previously sponsored by Bavaria in 2012.

The fully integrated sponsorship package includes broadcast and online elements, and kicks off on 3rd January 2013. The package was negotiated by ITV Commercial and Media Clarity on behalf of Bavaria.

Paul Quayle, Sponsorship Manager at ITV said: “We are very excited for our new comedy shows to hit screens in the New Year, and are delighted to be extending our relationship with a quality brand such as Bavaria and welcome them to our comedy sponsorship package.”

Mike Teague, Bavaria UK Managing Director said: “This sponsorship deal, our third in the last two years, is another great opportunity to spread the Bavaria message, but perhaps our decision to sponsor comedy programmes shows we know how to have a little fun along the way. We aim to remind the millions that will watch these new comedies, that we are serious about delivering top quality low and non-alcohol beers.”

Jonny Kidd, Managing Director at Media Clarity Ltd said: “It is a pleasure working with Bavaria to find the right fit for their brand and I am sure the high profile package of ITV comedy programmes we are sponsoring in 2013 will be a big hit for everyone involved.”

The sponsorship idents will be created by Equinox.