Multi-million Gogglebox deal set to raise manufacturer’s profile
A Birmingham media buying agency has secured a new sponsorship deal for client Gtech which will see the Worcestershire manufacturer link up with one of Channel 4’s most popular reality shows.
UM Birmingham has helped agree a two-year, multi-million pound partnership for Gtech to sponsor the latest series of Gogglebox.
The creative has been developed in-house by Gtech and the idents consist of a series of scenarios featuring Nick Grey, the CEO and founder of Gtech, settling down to watch Gogglebox and repeatedly being interrupted by his mischievous canine friends.
Off-air licensing included in the package means Gtech will benefit from access to a selection of the Gogglebox households as well as the use of images, GIFs and quotes from the show.
The entertainment series was Channel 4’s second biggest series of 2017, attracting an average audience of 3.5 million viewers per episode, a 14.6% share of the viewing audience and an impressive 20.6% share of Channel 4’s key demographic of 16-34 year old viewers.
Samantha Preece, Head of Marketing at Gtech said: “We are delighted to be the new sponsor of Gogglebox. We feel there is a real synergy between Gtech, a much-loved brand, and one of the nation’s best-loved TV shows. We are very excited at the opportunities that lie ahead, as we develop our relationship with Channel 4 and the Gogglebox households.’’
Kevin Murphy, Managing Director, UM Birmingham, added: “This was an exciting project and we are delighted to have helped Gtech secure such a high profile sponsorship opportunity.
“As one of the UK’s fastest growing companies, with an award-winning product range, the Gogglebox sponsorship is an ideal platform for Gtech to further build its brand. This important agreement is a significant investment for Gtech and we are proud to have helped them through the process with Channel 4.”
