Spark Foundry Launches First Ever TV Sponsorship Deal for Falken Tyres

Spark Foundry, the UK acceleration agency, has announced that tyre brand Falken, part of Sumitomo Rubber Industries, will sponsor a series of programmes on UKTV’s entertainment channel, Dave.

With their innovative technology, Falken’s tyres deliver the performance and durability of premium manufacturers whilst still providing exceptional value. Spark Foundry has supported Falken tyre UK distributor, Micheldever, with a new advertising strategy for the Falken tyre brand, spearheaded by the Dave TV sponsorship. In line with Falken’s growth in the UK, this marks the first national TV campaign for the tyre brand.

Falken idents will appear before and after selected programmes – collectively called ‘Characters on Dave’. These will include popular shows such as QI XL, Travel Man and Would I Lie To You?.  The campaign will run from Monday 1st February until November 2021.

Pete Edwards, CEO, Spark Foundry said: “Since establishing Falken’s presence in the market on a regional level, we are excited to be supporting Falken with a fresh, invigorated strategy. After establishing Falken’s regional awareness, this national TV sponsorship will really help to accelerate the brand within the UK market even further. We’re proud to help drive Falken in this new direction.” 

Rory Carlin, wholesale marketing general manager at Micheldever said: “We wanted a property that would allow us to reach a broader audience at a national level. Spark Foundry has provided invaluable insights into our audience, helped to deepen our understanding of them and identified exciting new opportunities for the Falken brand. We’re really looking forward to rolling out this new sponsorship together.”

SPP is running the sponsorship, with UKTV producing the creative.