FremantleMedia Enterprises’ (FME) Asia Pacific Licensing team has clinched a raft of high profile off-air sponsorship deals for ratings hit, Australian Idol, as the juggernaut show prepares for its fifth season, set to premiere on Network TEN in August 2007.
Brokered by Olivia Arnold, Manager, Licensing & Sponsorship, Australia & New Zealand and Ben Liebmann Vice President, Licensing Australia & New Zealand, the deals include partnerships with returning sponsors McDonald’s and telecommunications leader, Telstra, alongside new agreements with category leaders Cadbury Schweppes (Cadbury Dairy Milk/Pascall), Procter & Gamble (Head & Shoulders) and Unilever (Rexona Girl).
In clinching these deals, FME’s Asia Pacific Licensing team has secured more off-air sponsors and generated more commercial value for the 2007 series of Australian Idol than in any previous year. The promotions will extend across on-air, online through Network TEN, print, on-pack and in-store. Consistently ranked number one in its timeslot in 2006, big things are expected of series five, with the eagerly-anticipated return of Ian ‘Dicko’ Dickson to the judging panel, alongside Marcia Hines, Mark Holden and Kyle Sandilands.
Jon Penn, Senior Vice President, Licensing, Asia Pacific commented: ‘The range of deals secured by the team is indicative of the kind of success that FremantleMedia brands continually command. The combination of returning and first-time brand partners confirms the relevance and vitality of the Idol franchise within the Australian market. We very much look forward to working with our 2007 partners to deliver unparalleled value through association with one of the world’s most exciting formats.’
David Ellender, CEO, FremantleMedia added: ‘Media and brand partnerships have become a vital part of the FME business in Australia, actively pursued across wide-ranging formats including Neighbours, The Biggest Loser, Temptation and, of course, Australian Idol. As we look to move into new and emerging markets, including digital and interactive media and live events, there are ever increasing opportunities to further establish new partnerships within the agency and brand space, and Jon and his entire Asia Pacific team are pursuing these with vigour.’
[release from The Lantern Group]