Harveys announced as new Corrie sponsor

[Luna]

The UK's largest specialist furniture retailer, Harveys, has been confirmed as the new sponsor for Coronation Street, it was announced today.

The two-year deal comprises full sponsorship of all episodes of the Weatherfield soap on ITV1, repeats on ITV2, interactive portals, mobile channels, coverage on itv.com's new broadband facility as well as off-air licensing and merchandising.

Of the deal, Ian Topping, Chief Executive of Harveys parent company, Steinhoff UK, said: "This is the most prestigious sponsorship deal within British television and we feel it is a great strategic step for us in our quest to become the UK’s favourite furniture retailer. The sponsorship deal is a perfect brand fit for Harveys."

Executive Chairman of ITV Michael Grade added: "Coronation Street remains the largest and most important programme brand on British Television and we're delighted to welcome Harveys as our new commercial partner."

Harveys' new sponsorship idents will first appear on screen from October.

Confectionary giant Cadbury ended its £10m-a-year sponsorship deal in November after 10 years with the soap.

Other contenders rumoured to have been in the running for the latest deal were supermarket chains Tesco, Morrisons and Asda.

[Richie_lecturer]

I've had a sneak preview of the new ads:

*Camera pointing at Ken* - part of the furniture.

*Couple watching Corrie* - so-fa so good.

[Chris_2k11]

^^ lmao

it'll be strange seeing someone else sponsor it

[Katy]

It really will, it willl be great for them as a business though considering the amount of people who watch corrie.

[Perdita]

Coronation Street will have a new sponsor next year as furniture retailer Harveys has decided to end its deal with the ITV1 soap.

Harveys has sponsored Coronation Street since 2007, but its branding will cease to accompany the show from January 2013, when the current contract comes to an end.

Harveys managing director Stephen Campbell told Media Week: "Over the last five years, Coronation Street has been a fantastic alignment for us, but we feel the time has come to look for something new."

He added: "Having contemplated long and hard about continuing with Coronation Street, we felt it would be a good time to do something different and we are currently considering a number of options."

ITV is now seeking a new Coronation Street sponsor to take over from next year.

ITV's group commercial sales director Simon Daglish commented: "Coronation Street remains one of the jewels in ITV's crown and this sponsorship package consistently delivers some of the highest audiences across any year, as well as outstanding additional value and exciting opportunities across multiple platforms.

"Harveys remains one of our largest advertisers and we look forward to continuing to work closely with them going forward."

ITV recently negotiated a two-year Emmerdale sponsorship deal with bet365bingo.