{"id":582432,"date":"2025-11-20T11:43:16","date_gmt":"2025-11-20T11:43:16","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/582432\/"},"modified":"2025-11-20T11:43:16","modified_gmt":"2025-11-20T11:43:16","slug":"sheffield-isp-drops-uktvs-biggest-ever-sponsorship-deal","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/582432\/","title":{"rendered":"Sheffield ISP drops UKTV’s biggest ever sponsorship deal"},"content":{"rendered":"

Channel 4 Sales<\/a>, the advertising sales representative for UKTV, has secured Sheffield-based Plusnet<\/a> as the sponsor for two key U&Dave programming strands.<\/p>\n

Internet service provider Plusnet will sponsor Weekday Primetime on U&Dave and U&Dave Comedy across U\u2019s streaming platforms, as well as having a minimum of ten channel idents appear across the U&Dave channel daily.<\/p>\n

Starting tomorrow (21 November), the partnership will run for 12 months, bringing Plusnet into the heart of U&Dave\u2019s entertainment offering, which includes fan favourites such as QI XL, Have I Got A Bit More News For You?, 8 Out of 10 Cats, Taskmaster and the premiere of Clash of the Comics.<\/p>\n

Plusnet branding will also appear on programme pages on U and selected sponsored social clips. The agreement includes a logo licensing deal, which enables Plusnet to use the U&Dave logo across their owned social channels, marketing materials, and communications activity.<\/p>\n

The partnership was developed and negotiated by OpenConnect, Plusnet\u2019s bespoke team at WPP Media. Creative by Droga5 London, part of Accenture Song, showcases Plusnet\u2019s straightforward positioning, with its hero Plus asset appearing in entertaining scenes, much like those watched across U&Dave.<\/p>\n

READ MORE: Tributes paid to \u201cGrand Old Man of Adland\u201d as former McCann Manchester chief Brian Child passes<\/a><\/strong><\/p>\n

Sam Hicks, head of advertiser strategy at Channel 4, said: \u201cThis partnership puts Plusnet at the heart of U&Dave\u2019s audience, spanning two major entertainment strands and the wider channel. We\u2019re thrilled to have brokered this deal and delighted to welcome Plusnet as a UKTV<\/a> sponsor.\u201d<\/p>\n

Kelly Engstrom, brand & marketing communications director at Plusnet, saidd: \u201cWe\u2019re thrilled to be launching a new sponsorship with UKTV. This is a fantastic opportunity to bring Plusnet\u2019s 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\u2019re reinforcing Plusnet as the UK\u2019s most recognisable value broadband provider.\u201d<\/p>\n

Rebecca Marshall, Client President for Open Connect at WPP Media, added: \u201cThis partnership is a great example of how Open Connect brings together the best of WPP Media, pulling in multiple disciplines to answer Plusnet\u2019s business challenges. Using WPP Open, our Planning team was able to draw on a wealth of audience and channel insight to craft the media strategy working side by side with the Plusnet client team to stay true to Plusnet\u2019s unique tone of voice. Our Creative Futures team then identified the perfect property and worked seamlessly with Channel 4 to bring the yearlong partnership to life, handling the full implementation across all touchpoints.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Channel 4 Sales, the advertising sales representative for UKTV, has secured Sheffield-based Plusnet as the sponsor for two…\n","protected":false},"author":2,"featured_media":582433,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8817],"tags":[748,393,4884,1620,16,15],"class_list":{"0":"post-582432","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-sheffield","8":"tag-britain","9":"tag-england","10":"tag-great-britain","11":"tag-sheffield","12":"tag-uk","13":"tag-united-kingdom"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@uk\/115581852382351810","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/582432","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/comments?post=582432"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/582432\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media\/582433"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media?parent=582432"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/categories?post=582432"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/tags?post=582432"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}