ITV search for new 'Emmerdale' sponsor

ITV are currently searching for a new Emmerdale sponsor, according to Media Week.

The Yorkshire soap's current sponsors Reckitt Benckiser are to end their four-year deal following a "shift of [marketing] strategy".

Reckitt Benckiser's marketing director Phil Thomas said that the company's sponsorship of Emmerdale has proved "a highly effective marketing tool".

Speaking of the decision to end the arrangement, he added: "A shift of strategy on the Air Wick brand means budgets will be redeployed into other activities including spot advertising."

ITV are now in the process of finding a replacement sponsorship agreement for the rural soap, which will see the chosen company's branding on ITV1, ITV2, ITV3 and on the broadcaster's online and mobile portals.

In June 2007, Harveys was announced as the successor to Cadbury as Coronation Street's sponsor.