The seven-figure deal, which comes hot on the heels of The Carphone Warehouse ditching its backing of Big Brother, will see 118118 backing all movies on ITV1 as of tomorrow (Wednesday) night's screening of Along Came Polly.
The brand has become one of the most iconic in advertising, with its men in running vests and moustaches. For a time, 118118 will support both properties, but the deal with C4 will not be renewed when it expires in May.
The deal with ITV was negotiated by Luciana Limongelli, sponsorship and branded content executive at ITV Customer Relations, and Cate Murden, associate director at OMD Fuse.
In December, mobile phone company Motorola dropped its sponsorship of ITV movies after five years.
C4 is also said to be close to announcing a new sponsor for Big Brother, with Virgin Media among those thought to be in the running. It also confirmed that it has looked at the possibility of putting Big Brother back in the schedule, possibly to mid-June, to create a positive impact on C4's autumn schedule.
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