Nintendo has shelled out big money to ensure its Wii console is the exclusive sponsor of Sky's flagship summer show Gladiators.
According to Marketing Week, the agreement is one of Sky Media's most valuable for a single series. Nintendo said it hopes to cash in on the show's nostalgia and fun” to reach a family audience.
The hour-long show will air on Sky One and Sky One HD over 15 weeks from this month.
Wii will sponsor all repeat transmissions, Gladiators-related programming and all on-demand Gladiators conetnet through Sky Anytime TV.
The deal was handled by Nintendo agency Karmarama, alongside MEC Access and Sky Media.