E4's The Big Bang Theory seals Subway sponsorship

Subway sandwich’s E4’s The Big Bang Theory in year-long sponsorship deal

Sandwich chain Subway is stepping onto the small screen after agreeing to sponsor E4’s long-running comedy The Big Bang Theory from tomorrow.

The 12-month partnership has seen Subway create a quartet of idents in association with McCann London, themed around space and science, to open and close episodes of the show in addition to its Young Sheldon spin-off, a prequel which focuses on the format's most popular character.

Big Bang fans are showing few signs of exhaustion despite the seemingly endless show racking up 11 series, the most recent of which has been averaging 2.3m viewers per episode on E4 – representing a 23.7% audience share among 16-34 year olds.

Sacha Clark, marketing director for Subway UK & Ireland, said: “Tonally the show is a great fit with the Subway brand, with research showing that it is one of the most popular programmes among our customer base. We are confident that through this association we will drive brand affinity and deliver our key messages consistently and with impact over the next 12 months.”

Extending to All 4 and E4 repeats the tie-up marks the first occasion at which Subway has invested in TV sponsorship with Channel 4.

The Big Bang Theory's popularity has seen it become a prime target for pirates, becoming the second most pirated show of January 2016 behind Arrow.

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