Cheez-It has signed a 12-month sponsorship deal with Sky One as the snack brand looks to strengthen its presence in the UK market.

The partnership will see Cheez-It become the headline sponsor of the channel following its relaunch, with the brand appearing across Sky One’s post-21:00 programming.

Brokered by Sky Media, Carat and The Story Lab, the deal will give the brand year-round visibility across the broadcaster’s evening schedule, with activity designed to target shared TV viewing moments often associated with snacking.

As part of the campaign, Cheez-It will align with Sky One’s entertainment programming, including shows such as Rob & Romesh Vs, Ted, The Paper and stand-up comedy specials.

The sponsorship marks Cheez-It’s first TV sponsorship in the UK and forms part of a wider integrated marketing strategy aimed at increasing brand awareness among British consumers.

Creative idents for the campaign highlight Cheez-It’s core brand messaging, including its use of real cheese and bold flavour positioning.

Elena Mancini, marketing lead for Cheez-It Europe, said the partnership with Sky One aligns with the brand’s aim of bringing “joyful, flavour-packed moments” to consumers.

“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,” she said.

Karin Seymour, director of client and marketing at Sky Media, added: “It’s great to have Cheez-It onboard as we bring Sky One back. TV is made for those cosy, curl-up moments and provides a great opportunity for Cheez-It to connect with audiences as they build their presence in the UK.”

The deal forms part of Cheez-It’s broader push to grow its footprint in the UK snack market as the brand continues to invest in marketing and brand awareness activity.

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