Sky Media today announces Cheez-It as the headline sponsor of Sky One, securing a 12-month partnership that will see the brand front and centre across the channel’s return.
The partnership brokered by Sky Media, Carat and The Story Lab, gives Cheez-It year-round visibility through a high-impact sponsorship of Sky One’s post 21:00 schedule. The new campaign is designed to engage those mutual viewing moments, perfect for snacking, significantly stepping-up Cheez-It’s presence in the UK market.
As part of the channel’s refreshed entertainment proposition, Cheez-It will align with Sky One’s comedy and personality-led programming, including Rob & Romesh Vs, Ted, The Paper and its stand-up specials. Targeting ABC1 adults, this is Cheez-It’s first TV sponsorship in the UK.
The creative idents highlight Cheez-It’s credentials – baked with real cheese, an iconic flavour and always delivered in a confident, tongue-in-cheek tone.
Elena Mancini, marketing lead, Cheez-It Europe, said: “It’s a real pleasure for Cheez-It to partner with Sky One as it relaunches such a beloved channel with an incredibly rich entertainment lineup. The spirit of Sky One – uplifting, energetic, and delightfully bold – is fully aligned with the Cheez-It brand and our mission to bring joyful, flavour-packed moments to people’s everyday lives. We love imagining viewers settling in for an evening of fantastic Sky One programming while enjoying some delicious Cheez-It snacks. Truly, we couldn’t dream of a better night in.”
Karin Seymour, director of client & marketing at Sky Media, added: “It’s great to have Cheez-It onboard as we bring Sky One back. TV is made for the cosy, curl-up moments and perfect for Cheez-It to connect with audiences as they build their presence in the UK”
The sponsorship forms a key pillar of Cheez-It’s wider integrated UK marketing strategy, aimed at building brand awareness and strengthening cultural relevance with British audiences.
