Harveys sponsors Coronoation Street

Furniture retailer Harveys Furnishing has signed a two-year sponsorship deal with TV soap Coronation Street, and the first advertisements will appear before the end of the month.

Harveys, which has more than 150 stores, worked on the deal with creative media agency Proximity London.

Proximity London chief executive Amanda Phillips said: “In a fiercely competitive market, this sponsorship deal for Harveys Furnishing is the brand equivalent of getting promoted to the Premiership.”

The deal was brokered by media planning and buying agency Starcom MediaVest Plus, on behalf of Harveys Furnishing.

Adrian Carpenter, head of Starcom Plus, the agency’s sponsorship and content division, said: “Coronation Street represents one of Europe's biggest sponsorship opportunities; it is the perfect vehicle to enhance awareness of Harveys and make it famous. This association covers all aspects of property, online, mobile, interactive and in-store to make it a truly integrated solution.”