Tesco could become Corrie sponsor

Tesco has joined the race to replace Cadbury as the official sponsor of Coronation Street, according to Brand Republic.

The supermarket and three other companies are apparently in talks to take over the deal after Cadbury pulled out in October - only 10 months into a two-year contract.

Worth £10m, the contract is said to be the largest of its kind in Europe, with the soap attracting more than 10m viewers for each episode. It includes new media rights, but ITV wants to find someone to take full advantage of the ident clips which are shown around the programme.

Cadbury is thought to be dropping its deal, which was renewed 12 months ago, because it is moving from an all-embracing brand strategy to specific products and demographics.

ITV and Tesco have both declined to comment.