Scottish Courage’s wine-based RTD, Bliss, has been signed up to sponsor the third series of ITV’s Footballers’ Wives.
The deal, which will see the brand debut on TV next month, is the first above-the-line support Bliss has received since it launched last September. Part of a £2m marketing package for
this year, the tie-up is intended to increase brand awareness among Bliss’ target 18 to 34-year-old female audience.
Paul Stanger, Scottish Courage Brands’ customer marketing director, said: “There is a tremendous synergy between the audiences of Footballers’ Wives and Bliss and the sponsorship provides us with a unique opportunity to marry Bliss’ brand positioning with the excitement and glamour of Footballers’ Wives.”
In a new scheduling arrangement, the third series will be shown on ITV1 and ITV2, offering Bliss the prospect of more exposure than that offered by similar ITV deals in the past.