'Hollyoaks' sponsorship renewed by Nikon

Hollyoaks' sponsorship deal with camera manufacturer Nikon has been renewed for another year.

Nikon has sponsored the Channel 4 soap since January and the new deal will see its branding accompany the programme's airings for the whole of 2012, Marketing Magazine reports.

The latest contract also sees Nikon extending its relationship with Hollyoaks by launching a competition which gives customers a chance to win a walk-on part on the show when they buy a Coolpix S3100 camera.

The competition is expected to be promoted on screen and with a variety of activity at Asda supermarkets nationwide.

Nikon UK's group marketing manager Jeremy Gilbert said of the deal: "We are delighted to further build on Nikon's relationship with Hollyoaks with the continued sponsorship of the programme and the launch of the competition with Asda.

"Nikon's stronger association with the hugely popular teen drama is further helping to change the perception of the Nikon brand, and attract a younger audience."

As with the current deal, Nikon's branding will accompany Hollyoaks' airings on Channel 4, E4 and 4oD.

Hollyoaks has enjoyed a ratings boost in recent weeks thanks to Mercedes McQueen's dramatic wedding and the climax of Silas Blissett's dark storyline.

> Hollyoaks beats Inbetweeners as month's most-watched show on 4oD
> Hollyoaks tops 1.1m on E4 with murder aftermath
> Read more Hollyoaks news and spoilers