Norwich Union to sponsor C4 show

Norwich Union is to sponsor a Channel 4 show fronted by ex-Arsenal and England football star Ian Wright, aimed at getting the nation's couch potato children fit.

The deal, negotiated by OMD Fuse, includes broadcast sponsorship of the three 60-minute shows on C4 and repeat episodes showing on More4.

It follows Norwich Union's recent announcement that it is to extend its partnership with UK Athletics.

The broadcaster is pitching Unfit Kids to complement Jamie's School Dinners. C4 has come under fire from the likes of ITV chief executive Charles Allen, for allegedly straying from its public service remit, and the broadcaster is being subjected to an Ofcom inquiry into the matter.

Unfit Kids follows Wright as he attempts to improve the health of eight out-of-shape North London teenagers over a period of six months.

The show also explores wider cultural issues that have contributed to the alarming rise in childhood obesity.

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