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Emmerdale to be sponsored by McCain in two-year deal

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Emmerdale will be sponsored by frozen food manufacturer McCain from next month, it has been announced.

ITV has signed an £8 million deal with the company which will see McCain's branding accompany Emmerdale's broadcasts for the next two years.

Emmerdale logo

© ITV


Product placement has also been included within the deal, which means that McCain products will be seen in the programme itself where relevant to the show's scenes, according to Campaign Live.

McCain's marketing director Mark Hodge commented: "Emmerdale is modern, family-focused and set in the heart of the Yorkshire countryside, providing lots of positive associations with farming and natural British produce.

"It is a perfect fit for the McCain brand and provides us with a fantastic opportunity to connect with our core target consumer and set ourselves apart from our competitors by communicating the key values of the brand."

ITV's commercial content director Gary Knight added: "Emmerdale is one of ITV's most iconic programmes and we are delighted to welcome a brand with the stature and heritage of McCain as the new sponsor of the show for the next 24 months. We look forward to working with them to make this truly integrated partnership a great success."

The sponsorship branding will be seen on screen for the first time from Monday, April 7.

Emmerdale's current sponsor is online bingo site bet365bingo.

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