Sage in deal for Krypton Factor

Nov 26 2008 by Peter McCusker, The Journal

BUSINESS software and services company Sage (UK) has been helped by Newcastle lawyers on a deal to sponsor the return of a popular TV quiz.

Experts from Ward Hadaway’s IT and intellectual property team advised Newcastle-based Sage on its deal with ITV to sponsor the return of The Krypton Factor

Universally known as TV’s toughest quiz, The Krypton Factor tests contestants with a range of physical, mental and logical challenges.

First screened in the 1970s, it is being revived by ITV and Sage and given a 21st Century makeover with bigger stakes, harder competition and higher pressure.

As part of a much wider marketing campaign to identify Britain’s Business IQ attributes, the Sage and ITV partnership has been agreed and is set to result in the biggest advertiser-funded programme ITV has ever commissioned and the first one to appear in ITV1’s prime time schedule.

Ward Hadaway provided legal advice to Sage alongside its own in-house legal team on all aspects of the deal.

Judy Baker, IT and intellectual property partner at Ward Hadaway, said: “This is a new way of marketing for Sage, involving a number of different aspects across multiple media platforms, so it was very important it met Sage’s objectives.

“Uniting the parties was the desire to make the relaunch a huge success and we are delighted to have played a role in sealing the partnership between the two.”

Joanna Elliott, Sage’s head of brand, said: “This is a major, high-profile campaign for Sage, so it was vital that everything was carried out correctly to ensure its success.

“The return of The Krypton Factor to the nation’s TV screens is a real event and Ward Hadaway has played an important role in bringing that about.”

Ward Hadaway has a long-standing relationship with Sage, having advised the business software and services provider on a range of different matters.