Phones4U has agreed to sponsor the new series of ITV1’s ‘Harry Hill’s TV Burp’ in a six figure deal brokered by media agency Eden.
The mobile phone retailer will replace Mars as the show's sponsor from this weekend when the first of two compilation shows is broadcast ahead of the new series airing on Saturday January 29.
The comedy is seen as a snug fit with Phones4U’s 16-24 target demographic thanks to the edgy connotation of the brand.
Caspar Nelson, head of brand communications at Phones 4u, said: "Harry Hill's irreverent tone and content resonates well with the Phones 4u brand and consumer, and the prime time Saturday night programming delivers excellent reach and frequency. Plus he's f***ing funny and our target audience love him!"