The Co-operative to sponsor the Daily Mirror’s ‘Pride of Britain’ awards

June 11, 2008
The Co-operative Group is to be the sole sponsor of the Daily Mirror’s ‘Pride of Britain Awards’, the biggest national TV awards show of its kind*.

Now in its tenth year, The Pride of Britain Awards has a proud heritage as a prestigious national event that celebrates the achievements of the most inspiring and heroic people in the country – ‘Britain at its best’. 

The two-year sponsorship agreement brings together The Co-operative, the UK’s most ethical brand**, and the Daily Mirror, whose customers and readers share the visions and values that embody the essence of The Pride of Britain Awards.  As part of the agreement, The Co-operative Local Champion Award will be amongst the awards presented at the event.

The Co-operative, which is the UK’s largest convenience store retailer, as well as the UK’s largest independent travel retailer, will be promoting The Pride of Britain Awards across its family of businesses, which also includes pharmacy, funeral services and financial services.

Carol Vorderman is fronting posters in The Co-operative in-store campaign, and nomination forms and boxes will be made available in more than 4,000 Co-operative trading outlets nationwide. The campaign will also be backed by TV advertisements.  The association will also be promoted across The Co-operative’s 85, 000 employees and its 2.5 million customer members. 

The Pride of Britain Awards receive widespread media coverage, with media partners including the Daily Mirror, ITV network, GMTV (who devote two weeks of coverage) and ITV Regions.

HRH Prince Charles has presented the Prince's Trust Young Achiever Award for the past eight years and the Prime Minister has always attended since the event started in 1999. 

Hosted by Carol Vorderman, scores of A-list celebrities have taken part including Sir Paul McCartney, Dame Helen Mirren, David and Victoria Beckham, President Clinton, Bono, J K Rowling, Kylie Minogue, Robbie Williams, Jude Law, Take That, Ewan McGregor, Catherine Zeta Jones and Michael Douglas.

Peter Marks, The Co-operative Group Chief Executive, said: “The Co-operative is 'Good for Everyone', from local heroes to national treasures.   Owned by our 2.5 million customer members we have a brand that has community at its core, making us a natural partner and a perfect match for The Pride of Britain Awards.

“Everyone who is nominated for The Pride of Britain Awards is doing their bit to make their community and our country a better place to live in and they, and the ultimate awards winners in particular, deserve our support and recognition.  Rather than sitting back, they are an inspiration to us all through their dedication, devotion and commitment.”

The Daily Mirror's Associate Editor Peter Willis, who founded and is in charge of the Pride of Britain Awards, said: "We are delighted that The Co-operative will be partnering us for our very special tenth anniversary. 

“They are the perfect sponsor because not only do they share the same core values as the Daily Mirror and Pride of Britain, but they have a fantastic understanding, enthusiasm and pro-active commitment to the awards."

The Pride of Britain Awards will be launched on Monday 16 June, with the awards ceremony to take place on Tuesday 30 September, and aired on ITV1 the following day, Wednesday 1 October between 8pm - 10pm.
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Notes to Editors:

*2007 ratings peaked at 7.6 million viewers on ITV1 (double the Bafta film awards and higher than the Brits and Oscars), and rated as one of the most appreciated shows of the year by viewers in the Audience Appreciation Index.

**According to a survey by GfK NOP published in the Financial Times, Tuesday 27 May 2008.