ITV has been forced to ditch a proposed sponsorship deal with Lucozade
for the SmithKline Beecham energy drink to back the interactive element
of its coverage. Negotiations over the sponsorship had been awaiting
confirmation of an agreement between ITV and Sky Digital.
The ITV/Sky deal is believed to have foundered after ITV refused to pay a percentage of interactive revenues to Sky Digital. ITV interactive is unlikely to appear on Sky until September at the earliest.
No-one at Carlton, Granada or SmithKline Beecham was available for comment.
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