Alcohol brand WKD has renewed its sponsorship of The Only Way is Essex (Towie), which airs on ITVBe.
The deal, negotiated by ITV Commercial, Lime Pictures and Mediacom on behalf of WKD, includes the brand’s sponsorship across broadcast, online and mobile platforms.
The deal is an expansion upon WKD's three series sponsorship set up in 2014 which will see WKD identsappear during the commercial breaks.
Debs Carter, marketing director for WKD at SHS Drinks, said: “We are delighted to continue our involvement with The Only Way is Essex. It’s a fantastic fit for WKD consumers and once again highlights WKD’s commitment to activities with strong consumer appeal.”
Nicola Pinfold, sales manager at ITV, added: “The Only Way is Essex has proven appeal and I am delighted that WKD are extending their partnership with the show.
“Since the move to its new home at ITVBe, the series has proved to be popular with its audience, and we look forward to working with the client to build on this successful cross-platform partnership going forward.”
The thirteenth series of Towie, broadcast on ITVBe, averaged a consolidated audience of 1.1 million – marking a 5.4 per cent share of all UK TV viewers.