Diet Coke has emerged as the main sponsor of UK commercial network ITV’s new channel, ITVBe which launches on October 8th.
ITVBe will benefit from Diet Coke’s brand being associated with broadcast, online and mobile transmissions of the channel, which will be focusing on ratings hit The Only Way is Essex, and a ‘Real Housewives’ spin-off in the form of newly commissioned The Real Housewives of Cheshire.
ITVBe is ITV’s 5th channel is female-skewing and designed to complement ITV which targets 16-34-year olds.
ITV’s commercial content director, Gary Knight, said: “We are very excited for the launch of our first new free-to-air channel in over a decade, which reinforces our plan to maximise audiences and revenues from our broadcasting business. We believe this unique partnership with Diet Coke is the perfect fit for the new channel and we look forward to working with them to bring the sponsorship to life across a range of platforms in new and exciting ways.”