SodaStream UK is to sponsor Channel 4’s new winter sports-themed reality show, The Jump, which begins airing on Sunday.
The tie-in will promote sparkling water made via SodaStream home carbonation system as a healthier alternative to soft drinks.
The eight-week programme features 12 celebrities competing against each other in a range of winter sports including ski jumping, speed skiing, speed skating, bobsleigh, ski cross, skeleton and slalom.
The contestants, who include Olympian Steve Redgrave, comedian Marcus Brigstocke, cricketer Darren Gough and presenters Anthea Turner and Melinda Messenger, will be judged by Olympic skier Graham Bell, Skeleton gold medallist Amy Williams and Eddie ‘the Eagle’ Edwards.
Fiona Hope, managing director at SodaStream UK, said the partnership was a perfect fit.
“Whilst contestants are pushing their physical and mental ability to the limits, viewers are also challenging themselves to stick to a health and fitness regime. In the process consumers can also do their part in helping to prevent the unnecessary manufacture of thousands of plastic bottles that would otherwise end up on landfill,” she said.