Coronation Street and Emmerdale to make Rovers and Woolpack changes for first-of-its-kind partnership

The beloved pubs in Coronation Street and Emmerdale are set to see some changes as part of a one-of-a-kind new partnership. BT Group plc, the UK's leading telecommunications and network services provider, is teaming up with the ITV soaps with its Behind Brilliant Things platform for 12 months.

The brand will be present within the soap as a product placement deal, which will include four bespoke advertisements and BT products present within the shows.

There will be broadband routers in the Rovers, Wi-Fi signs in the Woolpack, bus stop posters, BT-branded vehicles, and other products and services weaved throughout episodes.

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The deal, which is a first for both soaps, will include cast members involved in social content, while BT has also secured licence rights to use the Coronation Street and Emmerdale logos across selected platforms.

Traditionally, these product placement deals have been subtle, so its likely that the most eagle-eyed viewers will spot them if they keep their eyes peeled.

Helen Whetton, brand and marketing director at BT, said in a statement: "Millions of people rely on BT every day, often without even thinking about it. We’re there in the background, connecting homes, businesses and communities and helping everyday life keep moving.

"Coronation Street and Emmerdale have been part of British life for generations, telling stories about communities people know, recognise and care about.

"That shared connection to everyday Britain makes this partnership feel completely natural and gives us a powerful way to champion the people, communities and moments behind brilliant things."

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Bhavit Chandrani, director of BE Studio at ITV, added: "We’re delighted to bring BT into the worlds of Coronation Street and Emmerdale in what is one of our most ambitious brand partnerships to date.

"Both shows are built on everyday moments and authentic stories, making them a natural space for BT as they launch their Behind Brilliant Things platform.

"From in-show integrations to bespoke adverts linking both soaps, it’s a great example of how BE Studio brings brands closer to our content with innovative, multi-platform executions that help build real, lasting connections with audiences."

Coronation Street airs on weeknights at 8.30pm on ITV1 and streams on ITVX.

Read more Coronation Street spoilers on our dedicated homepage

Emmerdale airs on weeknights at 8pm on ITV1, and streams on ITVX.

Read more Emmerdale spoilers on our dedicated homepage

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