Hasbro’s NERF franchise has today been announced as the official sponsor of Cannonball, the new ITV game show arriving on 2nd September.
The partnership, that sees on-air sponsorship of the prime-time 7pm Saturday evening slot, was brokered by OMD with 10” idents running throughout the 8 week series, as well as two one-off specials.
Hosted by presenter and cricketing legend, Andrew ‘Freddie’ Flintoff, Cannonball is a new gameshow that pits contestants of all ages against supersized games in a custom-built water park, testing their speed, accuracy, height and distance as they fly through the air before landing in the water below. Contestants will be competing to win the coveted Cannonball Cup in the final.
The broadcast arrives hot on the heels of the launch of the NERF Modulus Regulator, the customisable blaster which features SwitchFire technology to allow for three different firing modes, or, alternatively, continuous-fire to rapidly unleash the darts.
Craig Wilkins, marketing director at Hasbro, said: “Cannonball is the perfect platform for NERF, with its adrenalin-fueled obstacles and family-fun challenges, it encapsulates the NERF brand, and the audience we’re targeting.”
The sponsorship idents will be produced by ITV AdVentures, and will launch with the first episode on 2nd September.