Under the deal, bottled beer brand Tiger Beer will be the broadcast sponsor of two cult shows – Mind, Body, Kick-Ass Moves and Mind, Body, Kick-Ass Miracles – from 10 November until the end of January 2008. The package was negotiated by Caroline Holmes, IDS commercial development manager, and Golley Slater Promote.
The deal consists of eight 10-second credits an hour, including the opening and closing credits and accreditation throughout the programme. Tiger Beer branding will not appear on the Dave website.
Dave launched on 15 October and has been billed as “The Home of Witty Banter”.
It was rebranded from UKTV G2 and broadcasts across Freeview, Sky and Virgin Media. Aimed at a young male audience, it reached 10.7 million viewers in its first week, which represented a 1.33% share of total multichannel viewing.