ITVBe, the new free-to-air channel from the broadcaster, has announced Diet Coke as its sponsor.
Focussing on lifestyle and entertainment programming, the new channel will launch on 8 October, with Diet Coke to sponsor a number of programmes across the daytime and evening schedule on ITVBe.
Gary Knight, commercial content director at ITV, said: “We are very excited for the launch of our first new free to air channel in over a decade, which reinforces our plan to maximise audiences and revenues from our broadcasting business.
"We believe this unique partnership with Diet Coke is the perfect fit for the new channel and we look forward to working with them to bring the sponsorship to life across a range of platforms in new and exciting ways.”
The deal was negotiated by ITV Commercial and Mediacom on behalf of The Coca-Cola Company, and will cover broadcast, online, mobile and licensing elements.
Bobby Brittain, marketing strategy and activation director at Coca-Cola Great Britain, said: “This partnership is the perfect fit. ITVBe gives us the opportunity to speak to our core audience on a daily basis at scale.
"We will be able to align with relevant, real life content that our audience will love, on an exciting new channel with a huge marketing push behind it.”