Italian household appliance firm De Longhi has been named as Channel 4 Weather’s new sponsor until July 2023, with the brand aiming to grow public awareness around the ‘bean to cup’ category.
This collaboration will mark the first time the brand has sponsored a TV show, with a series of new creatives accompanying the network’s weather broadcasts over the coming 12 months.
The Treviso-based business has described the sponsorship opportunity as a “prime sponsorship opportunity” and “another string in [its] bow”. The 10-second idents have been created by London agency Ignis.
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This latest announcement follows on from the brand’s largest-ever campaign, launched last year with Hollywood star Brad Pitt recruited as an ambassador.
“This sponsorship was a natural next step for De’Longhi to raise awareness of brand to cup coffee machines and democratise great coffee,” De Longhi UK marketing director, Alex Pickering said.
“We look forward to seeing the impact it will have across the market.”
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