Advanced Television

McVitie’s sponsors Britain’s Got Talent

December 10, 2020

By Nik Roseveare

McVitie’s will be the new headline sponsor of ITV’s flagship entertainment show, Britain’s Got Talent, in 2021.

With a shared vision of bringing people together, the collaboration will see two of the UK’s most iconic brands join forces ahead of the forthcoming 15th series next year.

The sponsorship announcement follows the launch of McVitie’s ‘Too Good Not to Share’ campaign in November which served to remind people of the importance of sharing and connecting.

The sponsorship package, conceived and negotiated by MG OMD, will comprise Broadcast, ITV Hub, social media, the app, and online, plus an extensive package of licensing rights and bespoke digital content, delivered by Fremantle and SYCO Entertainment.

Simon Daglish, Deputy Managing Director, ITV Commercial, said “Britain’s Got Talent remains one of ITV’s most illustrious and iconic brands and we look forward to kick starting a brand new commercial partnership with McVitie’s in 2021. Watching one of the nation’s best loved food brands alongside one of the nation’s best loved TV shows feels like a perfect match.”

Caroline Hipperson, Chief Marketing Officer at pladis UK&I, added: “We’re so excited to be partnering with such an iconic British show. It’s the perfect partnership, two much-loved British brands that bring people together every week over great tasting biscuits and great entertainment. Through this partnership we will be showcasing McVitie’s delicious range of biscuits, including some new and exciting additions that will be hitting the shelves soon. It’s going to be a big year for McVitie’s in 2021.”

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