Harveys announced as new Corrie sponsor

The UK's largest specialist furniture retailer, Harveys, has been confirmed as the new sponsor for Coronation Street, it was announced today.

The two-year deal comprises full sponsorship of all episodes of the Weatherfield soap on ITV1, repeats on ITV2, interactive portals, mobile channels, coverage on itv.com's new broadband facility as well as off-air licensing and merchandising.

Of the deal, Ian Topping, Chief Executive of Harveys parent company, Steinhoff UK, said: "This is the most prestigious sponsorship deal within British television and we feel it is a great strategic step for us in our quest to become the UK’s favourite furniture retailer. The sponsorship deal is a perfect brand fit for Harveys."

Executive Chairman of ITV Michael Grade added: "Coronation Street remains the largest and most important programme brand on British Television and we're delighted to welcome Harveys as our new commercial partner."

Harveys' new sponsorship idents will first appear on screen from October.

Confectionery giant Cadbury ended its £10m-a-year sponsorship deal in November after 10 years with the soap.

Other contenders rumoured to have been in the running for the latest deal were supermarket chains Tesco, Morrisons and Asda.