Diet Coke unveiled as the headline sponsor of ITVBe.

ITV Commercial today announced that Diet Coke will be the headline sponsor of ITV’s new free-to-air channel ITVBe. The brand new channel will be dedicated to lifestyle and entertainment programming featuring real people and real lives, and launches on 8th October 2014.

The fully integrated sponsorship package including broadcast, online, mobile and licensing elements, was negotiated by ITV Commercial and Mediacom on behalf of The Coca-Cola Company.  As part of the sponsorship package, Diet Coke will sponsor a number of programmes across the daytime and evening schedule on ITVBe.

In September 2014, ITV launches its biggest marketing campaign for a new channel launch in a decade. As part of launch activity, Diet Coke will sponsor ITVBe promotions and be integrated with nationwide experiential and outdoor activity.

Gary Knight, Commercial Content Director at ITV, said: “We are very excited for the launch of our first new free to air channel in over a decade, which reinforces our plan to maximise audiences and revenues from our broadcasting business. We believe this unique partnership with Diet Coke is the perfect fit for the new channel and we look forward to working with them to bring the sponsorship to life across a range of platforms in new and exciting ways.”

Bobby Brittain, marketing strategy and activation director, Coca-Cola Great Britain, said: “This partnership is the perfect fit. ITVBe gives us the opportunity to speak to our core audience on a daily basis at scale. We will be able to align with relevant, real life content that our audience will love, on an exciting new channel with a huge marketing push behind it.”

ITVBe will be available on all the major broadcasting platforms, including Freeview, Sky and Virgin Media from 8th October 2014.

Please note The Only Way Is Essex and The Jeremy Kyle Show USA will not be sponsored by Diet Coke on ITVBe.