Skype, CNN agree sponsorship deal

Tuesday, September 8 2009, 12:50 BST

By Andrew Laughlin,

Skype has sealed an exclusive sponsorship agreement with CNN International for the network's Connect The World evening show.

Under the deal, Skype will advertise around the Connector Of The Day segment on the programme, which is broadcast on CNN International in Africa, the Middle East, Asia Pacific, Latin America and Europe.

As part of an overall advertising and programme sponsorship agreement struck between the two companies, Skype branding will also appear on the Connect The World website and mobile WAP site.

Connector Of The Day features a well-known personality appearing on the programme to answer questions from viewers. After the show ends, presenter Becky Anderson and the guest also remain available to respond to further questions over Skype Chat.

CNN International senior vice-president of ad sales Max Raven said: "This is an ambitious strategic solution that establishes a meaningful brand association for Skype around a core part of CNN's new prime time evening lineup.

"Skype's brand attributes are a great match for our own. We look forward to seeing this commercial partnership executed across CNN's multiplatform distribution internationally, in front of an increasingly engaged audience."

Skype general manager of consumer business Neil Stevens added: "This is an exciting opportunity that allows us to reach a highly relevant audience and increase awareness of the benefits of Skype."

Meanwhile, Skype's parent company eBay recently sold a 65% stake in the communications company to a consortium of investors led by US private equity firm Silver Lake in a deal worth around $1.9bn (1.15bn).