Bradford-based digital department store Freemans has signed a six-figure deal to sponsor ITV’s Loose Women for two years.
The exclusive new sponsorship, beginning on May 2nd, represents a first for the brand and will deliver idents at the start, during, and at the end of each episode of the award-winning weekday lunchtime show, as well as sponsorship bumpers across ITV Hub and Loose Women digital sites, in addition to ‘proud to sponsor’ messages on Freemans’ owned channels. Idents around the show will be voiced by show panellist Nadia Sawalha.
Richard Cristofoli, Chief Customer Officer at Freemans said: “Loose Women is a show that goes all out to celebrate women in an honest, authentic, accessible, empowering, relatable and diverse way – values that align perfectly with Freemans and the journey we are on to be the digital department store of choice.
“The sponsorship is an indication of a more holistic approach to communicating what the Freemans brand represents today and will compliment other through the line activity including, paid social, elevated ad campaigns, digital and PR across the coming season. We’re incredibly excited and proud to be working with the team at Loose Women and ITV.”
Freemans is headquartered in Bradford and the new partnership is the result of collaboration from teams in Manchester at dentsu UK&I’s iProspect and The Story Lab, dentsu’s partnership content arm, working together with ITV Media. Freemans is working with production partner The Production Factory to deliver their creative content.
