Domino’s Renews ITV Sponsorship after Launch of ITVX

The UK’s leading pizza delivery company Domino’s has renewed its sponsorship of ITV’s streaming platform following the launch of ITVX in December 2022 in a two-year deal struck by Havas Media Group UK.

The renewed and expanded partnership sees Domino’s sponsor ITVX, with its increased volume of content (from 4000 to over 19000 hours) and exclusive new series launched each week. Included in the deal is digital assets, takeovers, licencing and research, as well as the opportunity to test new advertising formats on the ITVX platform.

In its first two months since launch, ITVX has attracted more users, and harder to reach lighter viewers, who are spending longer on ITV's digital content. In the first two months, ITVX attracted 1.5 million new registrations, saw total streaming hours grow 69% and streaming hours of lighter viewers grow 94% compared to the same period in the prior year on ITV's streaming platforms.

Domino’s has sponsored ITV’s streaming platform since 2018 when ITV Hub launched and was one of its first brand sponsors which formed part of the Thinkbox’s TV planning Award Domino’s won in 2021.

The deal has been brokered and handled by Havas Media UK’s sister agency, JUMP (part of Havas Entertainment). Havas Media UK has worked with Domino’s since 2001.

Harry Dromey, director of marketing at Domino’s UK & Ireland, said, “People love a takeaway when streaming, so this sponsorship is perfect for us. As the reach of ITVX grows, Domino’s delicious, great value pizza will be front of mind with increasing numbers of people.”

Bhavit Chandrani, director of creative and digital partnerships, ITV, said, “With the launch of ITVX, we’re bringing viewers a new and improved product experience plus more new and exclusive programmes to stream for free, than anywhere else. As one of our longest currently running partnerships, I’m thrilled that Domino’s is continuing to work with us as the platform continues to grow and evolve.”

Charlotte Steel, managing partner, Havas Media UK, said, “This long-term partnership has consistently delivered exceptionally strong performance year-after-year and helps build Domino’s’ association with at-home entertainment. As a key part of our strategy to future-proof Domino’s AV planning approach, it’s brilliant to bring it back for a further two years in an expanded scope.”