Broadband provider Plusnet is to sponsor two programme strands on the BBC’s U&Dave entertainment channel and its U streaming service.
The year-long deal will see Plusnet branding appear at least ten times per day on the linear channel as well as alongside the Weekday Primetime on U&Dave and U&Dave Comedy strands on U.
Plusnet branding will also appear on programme pages on U and selected sponsored social clips.
Both U and U&Dave are part of BBC’s wholly owned UKTV subsidiary which operates a portfolio of advert and subscription channels here in the UK.
The deal with Plusnet was brokered by Channel 4 Sales which handles advertising sales on the BBC’s commercial channels.
Sam Hicks, Head of Advertiser Strategy at Channel 4, said: “This partnership puts Plusnet at the heart of U&Dave’s audience, spanning two major entertainment strands and the wider channel.
“We’re thrilled to have brokered this deal and delighted to welcome Plusnet as a UKTV sponsor.”
Kelly Engstrom, Brand & Marketing Communications Director at Plusnet, said: “We’re thrilled to be launching a new sponsorship with UKTV.
“This is a fantastic opportunity to bring Plusnet’s playful personality to life while keeping us front-of-mind for millions of viewers across the UK. By leaning into the humour of U&Dave and showcasing our Plus, we’re reinforcing Plusnet as the UK’s most recognisable value broadband provider.”