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Sterling Furniture announces sponsorship deal with Andrew Lloyd Webber's Superstar show


By Jennifer Faull | Deputy Editor

July 4, 2012 | 2 min read

Scottish interiors and furnishings retailer, Sterling Furniture, have revealed they will sponsor a new musical talent show - Superstar through STV's coverage.

The three-week on screen sponsorship deal, negotiated by Richard Kelly at MediaSpark, was a first for the retailer and will feature Superstar-themed 'idents' at commercial breaks at the beginning and end of the show.

The 'idents', featuring scrips following the "every home's a stage" line, were created by Euan Auld and Paul McDonald at The Union. Production came from Cask and it was directed by Matt Winn, who shot the nine separate five, 10 and 15 second idents at Sterling Furniture’s inhouse TV studio at its headquarters in Tillicoultry.

Gordon Mearns, managing director, Sterling Furniture, has said: “Superstar is set to be the must-see TV show of the summer and as such is a great stage for us to showcase a different side to our brand. Securing this spot is a significant coup for our marketing strategy. Broadcast sponsorship is a new approach for us and one that we are sure will help us become even more familiar with our target audience in Scotland.”

Sarah Guild, account director at The Union, has also commented: “As a primetime family entertainment show, Superstar has provided us with the perfect platform to create charming and amusing idents, which should appeal to the families of Scotland and maximise Sterling’s positioning as one of the nation’s favourite providers of family furniture.”

Superstar will be broadcast on ITV and STV on Saturday and Sunday evenings.

At the time of writing, the sponsor of the ITV feed for Superstar had not yet been announced.

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