Smeg signs on as channel sponsor

For BBC First.

Smeg Appliances has signed on as official sponsor for entertainment subscription channel BBC First.

Commenting on the deal, national marketing manager, Olivia Anderson said the partnership with BBC First befits Smeg, which has been celebrating world firsts since the launch of Elisabeth, the world’s first programmable cooker in 1956. “For us it was a natural synergy of innovation and a celebration of dramatic results – this time in the kitchen,” she said.

“For 70 years, Smeg has created appliances with superior technology and style as a result of our partnerships with world famous architects. This Spring Smeg is launching Dolce Stil Novo, our finest collection ever, which will be showcased across BBC First as part of the channel sponsorship.”

The sponsorship, which will run for six months, coincides with the launch of new shows including the critically acclaimed political drama A Very English Scandal, the latest adaption of William Thackeray’s Vanity Fair and a Call the Midwife Christmas Special.

Support across on-air, digital and social platforms includes integrated billboards, channel idents and behind the scenes footage.

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