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Silentnight, the nation’s favourite bed manufacturer, and ITV2’s hit series American Idol, have announced a new broadcast, online, and off-air sponsorship brokered by Feather Brooksbank and ITV Commercial.

Silentnight will be the sole sponsor of American Idol as of 13th January 2010. In a deal negotiated by ITV Commercial and Stuart Bell from Feather Brooksbank, on behalf of Silentnight, the broadcast and online sponsorship package will offer viewers of American Idol a new interaction with well known Silentnight characters Hippo and Duck. 

An additional off-air sponsorship has been brokered with FremantleMedia Enterprises allowing American Idol fans to enter a competition with the chance of winning tickets to the grand finale. To enter fans can submit videos as part of the “Bedroom Divas” promotion which can be found on Silentnight’s official YouTube channel and their website.

Amanda Jones, Marketing Director at Silentnight Beds said: "Sponsorship of such a high profile programme is a fantastic opportunity for Silentnight. We are delighted to be working with the team and the show enables the brand to target a wide and varied audience of all ages. Sponsorship is all-encompassing and will include a strong brand presence, not only on TV, but online and off-air, maximising brand impressions across the UK."

Stuart Bell, Director at Feather Brooksbank, commented: “We are very excited to bring Silentnight and American Idol together for this sponsorship deal. American Idol is an engaging programme that has large and loyal fan base in the UK, making it an ideal fit for Silentnight.”