Argos has renewed its headline sponsorship of ITV’s Coronation Street, which will see the retailer ‘set up shop’ on the famous cobbles.
The Sainsbury’s-owned retailer, has extended its sponsorship of Britain’s longest running soap opera for another two years, running through to December 2026. It has sponsored the show since 2021.
As part of a wider product placement opportunity, a Sainsbury’s/Argos store façade will appear within the show for the very first time as the business takes up residence on Victoria Street from this July.
The extensive agreement, which covers licensing, digital and social activation and broadcast, will also introduce Sainsbury’s’ bags for life and products woven into the daily lives of the show’s characters.
Subscribe to Retail Gazette for free
Sign up here to get the latest news straight into your inbox each morning
Sainsbury’s head of campaigns Laura Boothby said: “Coronation Street is one of the country’s most iconic TV shows which our customers know and love, so continuing our sponsorship made perfect sense.
“We hope the new store brings familiarness and fun to viewers watching from home and perhaps see Ken Barlow popping in to Click & Collect a new kettle!”
ITV Director of Commercial Sales and Partnerships, Mark Trinder added: “We are proud and excited to be continuing and expanding the relationship between two of the nation’s most loved and recognised brands.
“In a world where context, creativity and engagement can sometimes suffer, this partnership delivers on all. This has been a detailed and collaborative renewal process for which I’m grateful to the many ITV teams, PHD/Drum and of course to Argos and Sainsbury’s for their approval and ongoing support.”
Click here to sign up to Retail Gazette‘s free daily email newsletter
