Grant’s Whisky has announced that it has signed a £2m sponsorship deal with ITV4, which will see the brand support dramas such as Minder, The Saint and The Professionals, as well as comedy and documentaries.
The year-long sponsorship will begin on Monday 22 October, under the deal negotiated by The Village Communications.
In January, Grant’s is expected to be developing new creative for the channel with further activity on the ITV4 sponsorship to be announced later next year.
Oliver Dickson, senior brand manager for Grant's, said: "The campaign will have fantastic reach against our core male demographic, with over 50% of Grant's buyers having watched ITV4. Furthermore, we know that nearly 3 million blended whisky consumers have watched the channel over the past year, so ITV4 is a great fit for the brand."
"The combination of a male, brand-savvy audience, who are regular drinkers, along with a rich programming schedule makes it a fantastic platform to continue driving brand growth in 2013."