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Retailer makes its first major TV sponsorship deal with prime time show

Comet to sponsor Who Wants to be a Millionaire

Comet has signed a deal with ITV to sponsor the popular TV programme Who Wants to be a Millionaire?

According to Marketing Week, the move is the first such deal for Comet, which has created a number of comic ‘sponsored by’ clips featuring staff attempting to answer product and service related questions from customers.

“The sponsorship is the perfect platform for us to demonstrate our staff’s expert knowledge to our customers,” said Comet’s head of marketing Bill Moir.

The deal is also good news for ITV, which has recently posted a 15 per cent drop in advertising revenue and losses of £105 million.

The clips will run from September 1st until November 3rd.

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