Sky signs first product placement deal with TRESemmé

TRESemmé, the Alberto Culver hair care brand, has signed a deal to sponsor the British and Irish versions of ‘Next Top Model’, in a deal that will include product placement, a first for Sky.

The partnership was negotiated by Alberto Culver’s media agency Carat with Sky Media, following a change in broadcasting guidelines on product placement introduced last Monday (28 February).

The deal follows the placement of a Nestlé coffee brand Dolce Gusto machine on ITV1 programme ‘This Morning’.

The TRESemmé sponsorship will also include branded start and end credits, and break bumpers during each show as well as an online element and a research project.

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