Bavaria extends sponsorship of ITV comedy package

ITV Commercial has announced that Dutch brewer Bavaria is the new sponsor of ITV's comedy package.

Three new comedy shows, including The Job Lot, Great Night Out and Fake Reaction will be included in the package, as well as the popular series Benidorm, previously sponsored by Bavaria in 2012.

The fully integrated sponsorship package includes broadcast and online elements, and kicks off on 3rd January, 2013. The package was negotiated by ITV Commercial and Media Clarity on behalf of Bavaria.

Paul Quayle, Sponsorship Manager at ITV, said: "We are very excited for our new comedy shows to hit screens in the New Year, and are delighted to be extending our relationship with a quality brand such as Bavaria and welcome them to our comedy sponsorship package".

Mike Teague, Bavaria UK Managing Director, said: "This sponsorship deal, our third in the last two years, is another great opportunity to spread the Bavaria message, but perhaps our decision to sponsor comedy programmes shows we know how to have a little fun along the way. We aim to remind the millions that will watch these new comedies, that we are serious about delivering top quality low and non-alcohol beers".

Jonny Kidd, Managing Director at Media Clarity Ltd, said: "It is a pleasure working with Bavaria to find the right fit for their brand and I am sure the high profile package of ITV comedy programmes we are sponsoring in 2013 will be a big hit for everyone involved".

The Job Lot is a new sitcom starring Sarah Hadland (Miranda) and Russell Tovey (Him & Her). The comedy (see left) is set in a busy West Midlands Job Centre and will focus on the relationships between the people that work there. The new series is produced by Big Talk Productions for ITV1.

Great Night Out is a new series created and written by The Worst Week of My Life duo Mark Bussell and Justin Sbresni. It will focus on four thirty-something men who gather for a weekly night on the tiles in Stockport. It is produced by Hat Trick Productions for ITV1.

Fake Reaction sees six contestants – a mix of celebrities and comedians – battle it out over a series of games where they are forced to hide their natural reaction in a series of extraordinary challenges. If they can conceal their true reaction and fool the rest of the panel, they win. The new show is hosted by Matt Edmondson and produced by STV Productions for ITV2.

The sponsorship idents will be created by Equinox.

Picture credit: Big Talk