The six-figure deal, with lamb and beef executive EBLEX, begins on September 15 and runs for six months. The deal also includes an online element on the UKTV Food website, as well as a presence on the monthly newsletter.
The agreement has been extended to include a three-month broadcast sponsorship of the Food Challenge strand that features shows including Ready, Steady Cook, Masterchef and the celebrity versions of both shows.
The sponsorship was negotiated by Toby Roberts, IDS’s commercial development manager and Ross Minton, associate director at OMD Fuse.
Market Kitchen is UKTV Food’s flagship show and was launched in April 2007. It aims to promote seasonal and sustainable local cooking.
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