Nintendo gaming brand Wii signed a deal with BSkyB to sponsor the new series of 'Gladiators', which returned to UK TV screens after an eight-year absence on Sunday 11th May.Nintendo Wii has signed up as the exclusive broadcast sponsor for 'Gladiators', giving it exposure during the 15 one-hour-long primetime shows.
Nintendo also have opportunities for brand communication during spin-off programmes 'The A to Z of Gladiators' and 'Gladiators Ready! The Gladiators Story'. It also sponsors Sky's on-demand content of the show.
Nintendo activity includes opening and closing idents, as well as bumper ads at either end of commercial breaks. The brand appears in promotional trailers for 'Gladiators', which are currently airing on Sky's channel network, and online at the 'Gladiators' microsite.
The show is presented by Ian Wright and Kirsty Gallacher, who are joined by original presenter John Anderson. It sees 32 competitors take on a series of challenges, including The Joust, The Wall, Hang Tough and The Eliminator.
Earlier this month Sky unveiled the 12 Gladiators who appear in the show, labelling them as "bigger, badder and better than ever before". They include Battleaxe, Destroyer, Panther, Oblivion and Spartan.
The first show attracted an impressive average audience of 1.5m, just proving the strength of the current trend for everything ‘retro’.
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