Virgin Media Solutions has announced De Dietrich, as the official sponsor of Ireland AM and Weekend AM Cookery.

The partnership will run through the summer to 23rd August and includes sponsorship of four cookery segments each week.

The package also includes activation through product placement on set and a number of viewer competitions on Ireland AM and Weekend AM throughout the partnership period.

De Dietrich manufacture high-end cookers and have an ambassador deal with Michelin Chef Kevin Thornton.

“De Dietrich are delighted to sponsor quality Irish breakfast TV cookery on Virgin Media Television,” said Marketing Manager Tom Whelan.

“Ireland AM is a firm favourite with Irish viewers and we feel it’s a perfect fit as the De Dietrich brand is fast becoming a household favourite due to its exceptional quality and functionality.”

“We are delighted to have De Dietrich on board as a sponsor across cookery on Ireland AM and Weekend AM,” added Barry Finan, Partnership Executive at Virgin Media Solutions.

“There are real synergies between the De Dietrich brand and our quality cookery segments, which have been viewer favourites since Ireland AM launched 20 years ago and we look forward to delivering a successful partnership.”

Vertical sponsorships of particular highly relevant sections of media output are becoming increasingly popular with brands looking to use mass media but in a highly targetted fashion.

Deals like PwC’s backing of business programmes on Newstalk makes strong sense for a target audience and this is in the same vein.

Sign up for our Entertainment for Business News Digest bringing you the knowledge about the commercial world of entertainment that you need in order to shine in what you do.

Go further and become part of the story by joining us as a Member and enjoy the many benefits of a knowledhe and insight, news from Ireland and around the world, keynote events throughout the year where we share and learn together, and the opportunity to have us tell your story.   Contact us by email for more information