LONDON, Aug 16 (Reuters) - Tesco has become thelatest British retailer to link-up with television show DowntonAbbey, hoping an association with the popular post-Edwardianperiod drama will boost sales of its premium own-brand foodrange.
Britain's biggest grocer said on Friday the "Tesco Finest"range, which consists of over 1,400 products from ready meals towine, would sponsor Downton Abbey in the first TV sponsorshipdeal by the range.
In June Tesco posted a drop in quarterly underlying sales inBritain, resuming a trend seen for most of the past three yearsand raising doubts about its 1 billion pounds ($1.56 billion)turnaround plan despite a host of newinitiatives.
The TV sponsorship deal, negotiated by global communicationsnetwork Initiative on behalf of Tesco and television network ITV, will run throughout Downton Abbey's fourth series whichstarts in October and involves a sponsorship package acrossbroadcast, mobile and online platforms.
"Downton Abbey is a great brand fit for Tesco Finest," saidDavid Wood, Tesco's UK marketing director.
Financial details of the deal were not disclosed.
The third series of the show, which climaxed with the carcrash death of the heir to the Downton estate Matthew Crawley,drew in 12 million viewers and a 40 percent share of Britain'sTV audience.
Last month Marks & Spencer launched a Downton Abbeyrange of toiletries, sold in traditional post-Edwardianpackaging.
Tesco (TSCO)
Marks & Spencer (MKS)
ITV (ITV)