The renewal of Argos’ Coronation Street sponsorship deal will mean a further boost to its successful toy sales. In addition, a new Sainsbury’s and Argos store facade is being added to the famous cobbles.
The new deal will extend Argos’ existing three-year contract with the UK’s popular soap to December 2026. The Sainsbury’s subsidiary had a major push on its toys for Christmas 2023 and it was noted at the time that Argos sells a toy every two seconds.
“Coronation Street is one of the country’s most iconic TV shows, which our customers know and love, so continuing our sponsorship made perfect sense”
Laura Boothby, Head of Campaigns at Argos
Introducing new product placement activity, Argos — as part of a Sainsbury’s store — will take up residence on Victoria Street. Sainsbury’s bags for life and products will be woven into the day-to-day lives of the on-screen families and residents of Weatherfield.
Argos is only the fourth ever headline sponsor of the country’s most-watched soap, which boasts more than 60 years on air. It reaches seven million viewers a week on ITV1 and ITVX and has been streamed over 43 million times this year. Viewers will see the change from July 2024 with the new store being operational on screen over the coming months.
Laura Boothby, Head of Campaigns at Argos, said: “Coronation Street is one of the country’s most iconic TV shows, which our customers know and love, so continuing our sponsorship made perfect sense.”
