First Choice Holidays to sponsor I'm a Celebrity
First Choice Holidays is to sponsor the next series of ITV's reality television show I'm A Celebrity... Get Me Out Of Here, due to be screened early next year. The deal, estimated at &£1m, includes broadcast sponsorship of all coverage on ITV1 and ITV2, together with sponsorship of online, interactive and voting services. First Choice will promote the programme in stores and through viewer competitions with 'money can't buy' prizes. The deal with Granada Enterprises was brokered by Walker Media. I'm A Celebrity's second series was sponsored by Frucor Beverages' V energy drink and attracted an average audience of 9.5 million, taking a 44 per cent share among adults aged 16 to 34. It boosted the profile of celebrities such as Phil Tufnell, Linda Barker and Wayne Sleep.