Robinsons To Sponsor BBC Sports Personality

Despite its strict outlawing of broadcast sponsorship, the BBC has announced its
first ever sponsorship deal for its Sports Personality of the Year event,
signing up soft drinks brand Robinsons.

The coproration has reassured licence fee payers that the revenue from its
contract with Robinsons will go directly into the event as opposed to any profit
making strategy.  

Robinsons has agreed a two-year deal with the BBC to sponsor the BBC Sports
Personality of the Year event, which opened itself up to the public to buy
tickets for the first time last year.

The event will again be held at the NEC in Birmingham, with the total
audience capacity increased to 8,000.

The Robinsons’ deal ensures almost double the amount of tickets will be made
available to the public to attend the live show, which had been broadcast from
BBC Television Centre until last year.

In 2006, tickets sold out within 50 minutes.

The Robinsons’ agreement includes exclusive sponsorship of the Unsung Hero
Award category, which recognises and rewards outstanding contribution by
individuals to local level grass roots sport.

Viewers can begin nominating their unsung hero from Thursday 14th June.

The 2007 Sports Personality of the Year Awards will be covered live on BBC1
on Sunday 9th December although Robinsons will be given no branding in the
broadcast in accordance with the media regulations.