Right Guard signs bespoke sponsorship deal with Channel 4

Channel 4 today announces it has signed an agreement with Henkel Limited for its deodorant range Right Guard Xtreme Dry 72 to sponsor a strand of programmes promoting the male and female variants.

The package, planned and bought by MEC's sponsorship and partnership division MEC Access, specifically matches male and female targeted programmes with the corresponding brand variants.  The deal also includes programmes reflecting deodorant usage occasions such as mornings and high pressure situations where it's essential to keep your cool.

The eight month deal which features credits created by Signal TV will run across C4, E4 and PC VOD.  The female variant will run across One Tree Hill with the male variant matched with Smallville.  Both variants will run in rotation across breakfast programming on Channel 4 and across The Million Pound Drop, the live game show presented by Davina McCall where contestants are put under extreme pressure in their quest to win £1 million.

Ben Haxworth, Marketing Director Henkel said, We are delighted with the bespoke C4/E4 package that will create an unprecedented awareness of the Right Guard brand right across the peak summer season.