Fruit chew sweet brand MAOAM has signed up with Channel 4 for its first TV sponsorship in a deal for The Big Bang Theory on E4.
The partnership was brokered by Channel 4 Sales and Walker Media, and sponsorship creative was designed by Quiet Storm. The deal will last until December 2014.
Hayley Johnson, marketing manager at MAOAM UK, said: “The Big Bang Theory is hugely popular among our core target market; it’s also infectiously fun and humorous, which makes it a perfect fit for the MAOAM brand.
“This partnership marks a really exciting time for MAOAM and we’re looking forward to unveiling our plans over the next few months, which will support this association further.”
Rob Ramsey, partnership leader at Channel 4, added: “We’re delighted to be MAOAM’s first TV partner for this significant sponsorship of one of our biggest brands which consistently performs well with our core 16-34 audience.”
MAOAM is also working with series rights holder Warner to explore ways to promote the partnership through point of sale, social activity, on-pack marketing and at events.