Esure to replace Powergen as £10m ITV weather sponsor

Esure is to replace Powergen as the £10m sponsor of ITV's national weather bulletins, in a deal negotiated by Carat Sponsorship.

The two-year partnership kicks off in January across the national weather reports, which follow the regional weather updates on ITV1.


Richard Morris, group communications director at Carat, said the opportunity to sponsor ITV's weather bulletins will allow Esure to build its insurance brands in the face of increasing competition from price comparision websites.

Esure is to replace Powergen as the £10m sponsor of ITV's national weather bulletins, in a deal negotiated by Carat Sponsorship.

The two-year partnership kicks off in January across the national weather reports, which follow the regional weather updates on ITV1.
Richard Morris, group communications director at Carat, said the opportunity to sponsor ITV's weather bulletins will allow Esure to build its insurance brands in the face of increasing competition from price comparision websites.

He said: "The growth of comparison sites is presenting consumers with more and more choice. Brand strength will be key to future success, and we believe this sponsorship to be an ideal platform upon which to develop Esure's brands.

"To secure one of the UK's most iconic sponsorships is a major coup for Esure and the ITV weather bulletins give us the flexibility to tailor our creative executions and serve Esure's needs appropriately."

The tie-up was negotiated by Krane Jeffrey, associate director at Carat Sponsorship and Kevin Giles, sponsorship manager at ITV Customer Relations.

Chris Bowden, head of marketing at Esure, said: "Broadcast sponsorship is working really well for our insurance portfolio which is why we decided that it would be a key advertising platform next year."

Powergen has sponsored ITV's weather bulletins since 1989, as part of the longest-running sponsorship in broadcasting.

Esure was launched in 2001 by Peter Wood as a joint venture with Halifax Bank of Scotland.

Wood also founded Direct Line in 1985, in a joint venture with the backing of Bank of Scotland.

Source: Brand Republic