United Kingdom: Cobra Beer is to sponsor all movies on ITV2 and ITV3 in 2005 in a deal valued at £1m. It is the biggest deal ever negotiated by ITV Sales for ITV2 and also marks the first broadcast sponsorship for ITV3 movies and Cobra’s first television channel sponsorship, according to Media News. As part of the sponsorship, Cobra will be launching a competition called ‘CobraVision’ in which members of the public get the chance to have their own short film showcased during the ITV2 and ITV3 Cobra sponsorship movie idents.

Cobra’s broadcast sponsorship includes branded interactivity running and promoted during ITV2 movies. Viewers will be able to use this service to enter a themed competition via their remote control as well as accessing exclusive content about Cobra initiatives and products. The deal coincides with a new on-air look for the ITV2 and ITV3 movie strand. The broadcast creative follows on from Cobra’s ‘Inspired’ underground and print press campaigns launched in the Autumn 2004. The sponsorship launches on 31 January on ITV2 with The Whole Nine Yards,

Karan Bilimoria, founder and chief executive of Cobra Beer, said: “CobraVision is an initiative to support and encourage creativity and film-making in the UK, and the first of its kind in broadcast, media or advertising history. This initiative provides aspiring artists and directors the opportunity to showcase their work to a wide audience through the Cobra/ITV partnership.”

Yan Li, sponsorship and branded content executive at ITV Sales, negotiated the deal and said: "Cobra Beer is the perfect brand for our multichannel movies and we are delighted to have them on board not just as the broadcast sponsor but also for the association to extend off air with ITV online and interactive support. We will also be giving CobraVision our full endorsement, it is an exciting media first for us all and we are looking forward to playing an integral of the campaign."

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