ITV Encore, the new pay channel from the broadcaster set to launch later this month, has announced that it will be sponsored by Dunelm.
The broadcast sponsorship package was negotiated by ITV Commercial and Newcast, ZenithOptimedia’s branded content division, on behalf of Dunelm, with idents created by MWO in partnership with ITV Creative.
Of the deal, Nick Wharton, CEO at Dunelm, said: “We are very pleased to be the inaugural and exclusive sponsor for ITV Encore and are confident that audiences will enjoy the new channel. Our customers loved our first national TV advertising campaign and this partnership will provide the opportunity to introduce more viewers to the Dunelm proposition and our range of fantastic products for the home.”
The company rebranded to drop the ‘Mill’ from its name at the end of 2013.
Monica Manoras, group sales controller at ITV, said: “We are very excited for the launch of ITV Encore, our first new channel in eight years. We are delighted to welcome a market leader like Dunelm on board as the sponsor of ITV Encore and look forward to working with them to make the partnership a great success.”
The new channel is launching on Monday 9 June.