Fisherman's Friend splashes out on Discovery fishing sponsorship

Fisherman's Friend has committed to its biggest sponsorship to date, covering more than 200 hours of Discovery Networks UK and Ireland fishing-related programming per month for six months.

River Monsters: shown on Discovery Networks' Animal Planet channel
River Monsters: shown on Discovery Networks' Animal Planet channel

The strong menthol lozenge brand is increasing its investment in fishing-related content having previously sponsored 'Robson Green's Extreme Fishing' and 'World's Strongest Man' on Channel 5.

It is understood the sponsorship, which begins on 1 October, will be Fisherman's Friend's biggest to date in terms of duration, investment and ratings.

The deal incorporates delivery of sponsorship idents across Animal Planet and Discovery Shed which will run as openers, closers and bumpers for the programmes making up, cumulatively, 80 seconds per hour of programming.

According to a source, the channel that will win most of the ratings will be Discovery Quest which does "phenomenally well" due to it being on Freeview.

Programming sponsorship will cover more than twenty fishing-related shows including 'River Monsters', 'Hillbilly Handfishin’', 'Shark Week', 'Thinking Tackle' and 'Fishing Adventurer'.

The deal was brokered by Michael Holt, director of brand partnerships at Discovery Networks UK, and Dan Holland, sponsorship and promotions account director at Manning Gottlieb OMD.

The partnership extends online through integration with Discovery’s UK website, newsletter and social media platforms; incorporating exclusive content and competitions.

One competition will run each quarter during the sponsorship period with two twenty-second promotional spots per day on both Animal Planet and Discovery Shed for six weeks, as well as online promotion across social media, the Fisherman’s Friend Discovery UK microsite and the newsletter.

Martin Heaton-Cooper, vice president, commercial development Discovery Networks UK and Ireland & IAS Discovery Networks EMEA, said: "Discovery Networks UK airs an extensive slate of popular fishing content across its portfolio of channels. Fisherman’s Friend is an iconic confectionery brand, and the perfect fit for our dedicated programming. Our 360 degree campaign will enable Fisherman’s Friend to reach their target audience across multiple platforms."

Martin Stimson, area business manager for the UK, said: "We’re excited to be partnering with Discovery as part of our biggest TV sponsorship initiative to date. These TV sponsorships represent an exciting opportunity for us to reel in our male audience throughout our key winter sales season. Having an on-screen presence throughout the key winter cough and cold season will keep us front of mind for consumers when they are battling against the elements."

In March, Admiral signed a 12 month deal to sponsor the motoring content across Discovery networks.

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