Wavemaker negotiates E4 sponsorship for Yazoo milk

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by Charlie Spargo

Yazoo, the country's most popular brand of flavoured milk, will become the sponsor of Young Sheldon on E4 in a deal negotiated by Wavemaker UK and 4Sales' Northern office.

The Big Bang Theory prequel Young Sheldon is one of E4's most popular imports right now, targeting an age group ideal for the drinks brand, whose visuals will be shown around the programme which returned to E4 and on-demand service All4 on March 5th.

The partnership lasts for six months, and will also see Yazoo's sponsorship idents broadcast during re-runs of The Big Bang Theory on television and catch-up.

Megan Scott, Senior Partnerships Manager at Wavemaker, said: “Young Sheldon is the perfect association for Yazoo. The series is well loved by UK audiences and is reflective of the brand’s uplifting #ShakeItUp proposition. This is a brilliant opportunity for the brand to showcase its range of delicious flavoured milk drinks.”

Gabriella Sudall, Brand Manager of Yazoo, said: “This partnership allows us to reach one of our primary audiences in an authentic way that feels true to our brand. Wavemaker UK helped us maximise our broadcast promotion and display our portfolio in a new and entertaining way.”