Last week saw Panasonic Consumer Electronics sign up to sponsor James Cameron’s 3D sci-fi spectacular Avatar. This week, retailer Sainsbury’s has announced that it is to sponsor a week’s worth of 3D programmes as part of broadcaster Channel 4′s recently-announced 3D season.
Under the terms of the deal, Sainsbury’s will be included in trailers promos for a couple of weeks prior to the launch of the 3D season. In return it will stock 10 million pairs of 3D glasses needed to watch the shows in 3D. Commenting, Sainsbury’s senior brand manager Alex Seligman said: “This is an innovative idea and we’re delighted to be part of such a big TV event. We hope customers will enjoy trying something new and we’re sure they’ll see the difference.”
Separately, business news channels CNBC has signed HSBC Private Bank to sponsor on-air and online activity in Europe, the Middle East, Africa and Asia Pacific. HSBC Private Bank will sponsor 60-second vignettes based around a 13-part series called Alternative Investing. It will also sponsor a dedicated programme page for Alternative Investing on CNBC.com, which will include episodes, market data and a guide to alternative investments.