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Marketing Future of TV Sky

Sky Mobile dials into Britain’s Got Talent sponsorship


By John McCarthy | Opinion editor

April 14, 2023 | 2 min read

The network provider has stepped in to replace biscuit buff McVities as the principal sponsor of one of the most-watched shows in the UK.


Sky Mobile dials into Britain’s Got Talent sponsorship

Sky Mobile is looking to strike while the iron is hot by joining Britain’s Got Talent for its 16th season launch this weekend, with a sponsorship package brokered between ITV, Fremantle, Sky Mobile and EssenceMediacom.

The activation will go ”beyond broadcast”, with a breadth of licensing rights, social media and digital inventory. The brand’s sponsorship idents will use Sky Mobile’s distinctive assets, including its logo, network lines, glass sim, emojis and The Beach Boys track integrated with Britain’s Got Talent buzzers, clips and judges’ desk. Sky Mobile will also be making tickets available to customers through Sky VIP.

Mark Trinder, director of commercial sales and partnerships at ITV, dubbed the show a ”juggernaut of family entertainment television” and said the idents and branding will ”create maximum impact for viewers and utilize the power of TV”.

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Marketing Future of TV Sky

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