Wella signs MTV in the U.K.'s first program sponsorship deal

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LONDON -- Hair styling brand Wella Shockwaves is to be the first sponsor on MTV's U.K.-only feed, which launched July 1 this year.

The brand has committed to an initial 12 month sponsorship starting January 1, 1998, of MTV Hot, an irreverent look at the latest music, news and gossip every weekday at 8pm, fronted by new U.K. comedians.

The sponsorship will form the main plank of Wella Shockwaves' 1998 marketing activities in the U.K. and will also be supported by radio advertising, on- pack logos, merchandise and sales promo- tions. The deal, worth $1.3 million, was negotiated by Drum Phd, London.

Adrian Salter, product manager at Wella GB, says there is "excellent synergy" between Shockwaves and MTV. "We are confident that this sponsorship will guarantee high levels of awareness and interest in Shockwaves among the youth audience," he adds.

Copyright December 1997, Crain Communications Inc.

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