United Airlines is to sponsor the third series of ITV's popular 30-something comedy drama Cold Feet in a deal worth pounds 1.5m.
Starting in mid-October, United will have sponsorship credits and break bumpers around the eight one-hour programmes, featuring the airline's slogan, 'Life's a journey, travel it well'. It will also sponsor the Cold Feet web site, www.coldfeet.online.com, which will include a hotlink into its own site.
The deal is part of a drive to raise awareness at different times of day among its target audience of AB men and frequent travellers to the US.
It was negotiated by Media Edge for United Airlines and by Granada Ventures for ITV. The creative is by Granada.
The series was previously sponsored by Allied Domecq brand Cockburn's Special Reserve Port in a long-term association with ITV comedy. Allied Domecq decided not to renew the sponsorship.
Martin Lowde, head of sponsorship at Granada Media Ventures, said: 'Cold Feet is 'talk-about TV' - over half of viewers said that they made a special point of watching the last series, something which translates into real value for United Airlines.'
The airline also sponsors Fox Sports and Classic FM's newsnight programme.