Crabbies nabs broadcast sponsorship of National Television Awards

Crabbies: ginger beer brand sponsors TV awards
Crabbies: ginger beer brand sponsors TV awards

LONDON - Halewood International has signed a six-figure deal for its Crabbie's alcoholic ginger beer to be the broadcast sponsor of ITV's National Television Awards.

The awards, which will take place on 20 January, will be hosted by Dermot O'Leary and is expected to attract a viewing audience of nine million.

This is the second sponsorship for the Crabbie's brand following its title sponsorship of the British Comedy Awards 2009. In the run-up to Christmas it ran advertising across TV, radio and social media.

Since the start of the marketing activity, sales have soared by 300%.

Commenting on the sponsorship, brand manager Al Cross, said: "The sponsorship of the ITV National Television Awards provides an excellent opportunity for Crabbie's Alcoholic Ginger Beer to be involved with an event that engages with the great British public and fits in well with the overall theme for our brand. 

"We are committed to providing significant investment into the brand and in continuing to build momentum and growth throughout 2010."



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