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ITV Sales has announced that GSK's Lucozade Energy is to be the first sponsor of Bad Lads Army: Extreme.
The deal includes broadcast sponsorship on ITV1 as well as repeats on ITV2, on and off-air marketing and for the first time all interactive elements from red button interactivity, mobile interactive break bumpers, viral mobile and WAP site to microsite sponsorship.
Leigh Alexander, Sponsorship and Branded Content Manager at ITV Sales, was upbeat about the new deal: "We are delighted that Lucozade Energy is sponsoring the next series of Bad Lads Army and have already been working closely with them to create a specially tailored interactive campaign including a viral game, which will give viewers the opportunity to further engage with the brand."
The deal was negotiated with Chris Holdom and Clay Gill from Mediacom and Leigh Alexander from ITV Sales.
The creative is being produced by Clinic.
Bad Lads Army: Extreme sees a group of wayward young men being pushed further and harder than ever before as they attempt to complete one of the most extreme courses ever devised by the British Armed Forces during the National Service years. The stakes are high for the young men who have gone off the rails and are looking for the opportunity to get back on track, prepared to do anything for a second chance.
E&OE
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