by
Staff Marketing
15 Nov 2005
LONDON - Carphone Warehouse is to shift its long-running sponsorship of 'Big Brother' from its Talk Talk landline service to its core brand, as it steps up its focus on TV sponsorship.
The company has just re-signed as sponsor of the Channel 4 reality show for a third series running. It also backs 'Celebrity Big Brother', which next airs in January.
The company's marketing director, Tristia Clarke, said the show was attracting a younger audience, more relevant to the main brand.
The mobile phone retailer is in talks with several handset manufacturers about co-promotion as part of the sponsorship. It is also looking into launching an official Big Brother handset next year.
Clarke said new sponsorship properties are being sought for Talk Talk; several media agencies have been asked to come up with suitable concepts for 2006.
Carphone has also struck a deal with ITV to sponsor Chris Evans' return to TV, 'OFI Sunday', which begins this weekend.
