Phones 4u to sponsor 'Must Be The Music'

Sky has agreed a multi-platform sponsorship deal with mobile retailer Phones 4u for new Sky1 talent show Must Be The Music.

Hosted by Fearne Cotton and featuring a judging panel of Dizzee Rascal, Jamie Cullum and Sharleen Spiteri, Must Be The Music will involve music acts competing for the chance to perform live at Wembley Arena in front of an audience of over 10,000 people.

Phones 4u will sponsor the show, which runs until the end of September on Sky1 and Sky1 HD, in a deal that spans TV, online and mobile platforms.

The mobile retailer will sponsor all episodes and idents, including the programme's spinoff show Meet the Finalists, along with any viewings on Sky Anytime and Sky Player.

The firm will also sponsor the Must Be The Music web and mobile microsites - including running pre-roll ads on video clips - plus the show's iPhone mobile app.

"Must Be The Music is an innovative show that offers the opportunity to interact and engage with audiences across TV, video-on-demand, online and mobile," said Sky's head of sponsorship Dave Shore.

"This sponsorship allows Phones 4u to really become part of the Must Be The Music experience, and we look forward to working in partnership with them over the coming months."

Phones 4u marketing director Russell Braterman added: "Sky are a key trusted partner who are developing exciting products for mobile and the home, so we're delighted to have the opportunity to publicly strengthen our association with them.

"Must Be The Music is an exciting, fresh and edgy programme with genuine authenticity, which echoes our brand image and is a programme our customers will love watching.

"Our collaboration with Sky stretches from above the line, to digital, to in store communication, and to staff and customer activity. As such, it’s probably our single most integrated marketing and sponsorship campaign we've ever run as a business."