Grants whisky signs TV sponsorship deal

Published: 30 September, 2010

Grant's whisky will return to TV screens after a 15-year break after signing a sponsorship deal with Piers Morgan Life Stories on ITV1.

Five, ten and fifteen-second break bumpers will be shown at the beginning and end of the prime time Saturday show, as well as either side of all commercial advertising breaks.

Grant's whisky will also be the official sponsor of a one-off special 'When Piers met Lord Sugar' programme. The series begins on October 2.

James Stocker, marketing controller for dark spirits at First Drinks, said: "The ITV sponsorship deal with Piers Morgan Life Stories will demonstrate our commitment to Grant's whisky and will really end the year on a high for the brand, which continues to enjoy strong growth."

As part of the pre-publicity planned for the ITV1 series, Grant's whisky will benefit from significant online advertising exposure. Off-trade support to increase visibility of the sponsorship will include shelf barkers and trade advertising.

This will be the fourth series of the hit biographical talk show which has attracted a host of star interviews, including Simon Cowell, Katie Price, and then Prime Minister Gordon Brown.

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