Argos has renewed its sponsorship of ITV’s Coronation Street.

As a result, the retailer, which is owned by supermarket giant Sainsbury’s, has become the first commercial sponsor to ‘set up shop’ on the show, following a successful partnership in 2021.

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Now, the partnership will run for another two years, through to December 2026.

As part of a wider product placement, a storefront will appear within the show for the very first time, as the Argos store will take up residency on Victoria Street this July.

The partnership also covers digital, social activation, broadcast and licensing, with the supermarket giant’s bags for life also included in the daily lives of the soap characters.

Argos Head of Campaigns, Laura Boothby, said: “Coronation Street is one of the country’s most iconic TV shows which our customers know and love, so continuing our sponsorship made perfect sense.

“We hope the new Argos store brings familiarness and fun to viewers watching from home and perhaps see Ken Barlow popping in to Click & Collect a new kettle!”

ITV Director of Commercial Sales and Partnerships, Mark Trinder, added: “We are proud and excited to be continuing and expanding the relationship between two of the nation’s most loved and recognised brands.

“In a world where context, creativity and engagement can sometimes suffer, this partnership delivers on all. This has been a detailed and collaborative renewal process for which I’m grateful to the many ITV teams, PHD/Drum and of course to Argos and Sainsbury’s for their approval and ongoing support.”