Tesco supermarket group has announced it secured a sponsorship deal with ITV Commercial to support the Downton Abbey drama show.
The deal, which was negotiated by global communications network Initiative on behalf of the grocer, represents the first of its kind for the Tesco Finest range.
David Wood, UK marketing director at Tesco, said: “We are really excited to be working with Britain’s best loved drama. “Downton Abbey is a great brand fit for Tesco Finest. The show is well crafted, authentic, and inspiring.”
Downton Abbey is due to return to UK screens in the coming weeks with its fourth series.
The show is hugely popular and the last season garnered a 40 per cent share of the TV audience, roughly 12 million people, although far more watch it in the US than the UK, where a cult following has developed into a huge commercial franchise.
Mark Trinder, sales director of ITV commercial and online, commented that the coming together of two of the UK’s most high profile brands will prove a “high-impact partnership” that is sure to be mutually beneficial.
