cinch, the UK’s online car sales platform, will be the first-ever sponsor of new musical game show, Walk The Line, which starts on ITV and ITV Hub at 8pm this Sunday, and will air every night until its finale on Friday (December 17).
The sponsorship covers idents on both broadcast and catch-up as well as licensing and digital on the new Simon Cowell format.
Music icon Gary Barlow, award winning performer Alesha Dixon, comedy legend Dawn French, and chart superstar Craig David are the stellar new judging panel for the high octane show – created by Simon Cowell and produced by his Syco Entertainment and Lifted Entertainment (part of ITV Studios).
Acclaimed broadcaster, Maya Jama, is confirmed to take the presenting helm and the series will see one music act win a life-changing prize pot of £500,000. The musical acts – be they soloists, duos or bands – will take to the stage to perform for the nation, with panellists Gary, Alesha, Dawn and Craig watching on from their front row seats. But to win the money, talent alone isn’t enough. The contestants will need nerves of steel as they determine whether to cash out or physically Walk The Line and risk it all to stay in the competition.
cinch’s sponsorship idents, hosted by Rylan, play on the format of the programme itself with different cars showcasing their various qualities as if appearing on Walk The Line and Rylan struggling to pick his favourite. This is cinch’s first entertainment TV sponsorship, the brand already has a number of significant sport sponsorships including partnerships with the ECB, Tottenham Hotspur, LTA, NFL, Scottish Professional Football League and Northampton Saints.
cinch launched 12 months ago and has rapidly become the largest online B2C marketplace for car purchases in the UK and is currently generating annualised sales of over 70,000 vehicles. The business allows its c. 30 million website visitors a year to buy quality-checked cars, by outright payment, part exchange or personalised finance options, completely online.
Amy Townsend, cinch Senior Marketing Director, said: “We are delighted to be the new sponsors of Walk The Line. It is the start of a strong partnership with ITV whereby we’ll celebrate the moments when the ordinary becomes extraordinary – or as we call it “cinching it”. The exciting new show format will play an important role in putting us at the heart of the great entertainment our customers love, as we continue on our mission to make buying a car as faff-free as possible.”
Jason Spencer, ITV Business Development Director, said: “Walk the Line is a really exciting new entertainment format for ITV to be bringing to viewers and we’re delighted that cinch is partnering with us as the show’s very first sponsor. We’ve seen a fantastic increase in online digital disruptor brands capitalising on TV’s unique ability to grow brands at scale and look forward to working with cinch to bring their brand to an even-wider audience.”