Comedy Central UK today announced that it has struck a ten-month sponsorship deal with Diageo’s global rum brand, Captain Morgan. The deal, which was brokered by Sky Media, will include sponsorship across a range of Comedy Central platforms including linear, online and a live event.
From 1st September, Captain Morgan will sponsor shows airing on Comedy Central primetime between the hours of 9pm and midnight from Monday to Sunday during which time over 75% of its audience is over 18. Shows set to be sponsored will include Roast Battle, Impractical Jokers, Rob Delaney’s Stand Up Central, Joel & Nish vs The World and Your Face Or Mine?. Sponsorship will also extend to primetime shows on Comedycentral.co.uk.
As part of the deal, Captain Morgan will also partner with Comedy Central Live; a three-day stand-up and experiential festival that will take place in Southampton this October, featuring a number of the UK’s top comedians including Jimmy Carr, Russell Howard and Katherine Ryan.
Mark Swift, SVP UK Commercial and International Ad Sales, Viacom International Media Networks commented: “We’re excited to have signed this sponsorship deal with Captain Morgan across TV, online and our newest experiential event. Comedy Central is the perfect partner channel to reach 18-34’s in the UK and offers a great platform for brands to connect with audiences, whether they’re at home watching our content or attending one of our live events.”
Nick Payman, Marketing Manager for Captain Morgan Europe: “We are delighted to agree this sponsorship with Comedy Central, which through its rich history of comedy is the perfect fit for Captain Morgan where we celebrate everyone who embraces living with fun. This exciting deal also ensures we continue to reach our drinkers across the UK across a range of Comedy Central’s channels.”
Rachel Bristow, Director of Client Partnerships and Collaboration at Sky Media, said: “Comedy Central is the ultimate home of laughter. With its fun voice, Captain Morgan is well placed to create a great connection with Comedy Central’s audience. This deal further demonstrates our capabilities in creating meaningful partnerships for our channel partners as we identify brand and channel synergies to develop truly impactful campaigns.”
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