The deal, negotiated by MEC’s sponsorship and partnership division MEC Access, covers transmissions on Channel 4, E4, TV and PC video-on-demand, as well as activity on the Channel 4 website.
The activity will start with Got2b’s sponsorship of ‘Famous and Fearless’, the new Evans-fronted Channel 4 live primetime event show, in which celebrities will compete in a series of urban and extreme sports.
Live XXL will sponsor the second series of musical comedy series ‘Glee’ on the digital channel E4. The first series of 'Glee' attracted E4's biggest audience, until the launch of ‘The Inbetweeners’.
Ben Haxworth, UK head of marketing at Schwarzkopf, said: "There is a great fit between Live Colour XXL and Got2b with Channel 4’s youth programming.
"This significant sponsorship marks the start of an innovative long-term relationship with C4, and aligns our brands alongside some of the biggest and most popular programming for this audience. The attitudes of both brands complement the programming mix perfectly."
Other programming included in the seven-month deal includes E4 staples ‘How I Met Your Mother’, ‘Big Bang Theory’, ‘The Cleveland Show’, and ‘Misfits’.
The package also includes the American show ‘Glory Daze’, for which E4 has recently secured the UK broadcast rights, as well as the commission, ‘Tool Academy’, a reality show that sends unsuspecting partners to relationship boot camp.
Today (13 December), Channel 4 confirmed its on-demand service, 4oD, was to launch on the Sony PlayStation 3 console, with games manufacturer EA as a launch commercial partner for the first four months.