In an unprecedented move for the brand, Regatta, the UK’s largest family outdoor clothing brand has demonstrated its continued commitment to the growth of the business by sponsoring an epic TV programme on ITV.

Countrywise will be presented by Paul Heiney, the TV reporter who started his career in That’s Life, as he explores Britain's countryside and meets the people who make it special. It will combine items presented by Heiney with features drawn from ITV's regions and it will explore the breadth of Britain's countryside, from its crumbliest coastline and happiest valley, to its secret tunnels, rescued gardens and haunted hills.


It is the perfect vehicle for Regatta to promote its quality, value for money outdoor clothing, particularly as more people are looking to the UK for their holidays this year. Countrywise will provide them with a reminder of what is on offer on their doorstep.

A bold move some might say, with a sponsorship worth £750 K, but having had an increase in sales of 28% for 2008, a Group turnover of over £110m in the year to Jan 31 2009 and a positive start to 2009, Regatta has every reason to be optimistic.

Graham Rickard, Marketing Director for Regatta Outdoor Clothing says,

“There is clearly a trend for people to turn to value for money quality outdoor brands instead of their more expensive competitors. If you add this to the fact that more people are holidaying in the UK and therefore requiring suitable clothing, we believe we can only benefit from these moves.”

The TV sponsorship also ties in beautifully with Regatta’s current print ad campaign, which explores the theme of local heroes in the community.

Last Updated: March 18, 2009