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A Place in the Sun: sponsorship first

 Channel 4 has secured Tropicana as sponsor of A Place In The Sun series, the first time the show has attracted a sponsor.

It is also the first time the drinks brand has sponsored a television programme.

Total investment for the deal, including sponsorship, support and licensing, is said to be worth about £2.5m.

The sponsorship will begin at the start of the new series on April 1, and continue throughout the five episodes, which will run during Easter week.

The deal also covers repeat episodes of the show, which will be aired later this year.

Tropicana's marketing manager Bruno Gruwez said: "We are delighted to have the opportunity to sponsor this show. This association will act as an integral part of Tropicana's 'sunshine' positioning, complementing our advertising strategy."

The deal also includes off-air opportunities for Tropicana. More than seven million bottles will feature an on-pack promotion in support of the sponsorship, together with press promotions and other below-the-line activities.

Andrew Cole-Bulgin, managing director of Connexus Group, and Rupinder Khabra, sponsorship manager at Channel 4, negotiated the deal.