First-time pubTV sponsor Ralph Lauren signs on with Masterpiece

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Masterpiece has a new national corporate sponsor, Ralph Lauren. It’s the first time the American design firm is underwriting a pubTV program. Sponsorship messages will begin on Sept. 30 on Upstairs Downstairs. The company is planning to create unique spots for the various titles in the Masterpiece series.

“To have Ralph Lauren choose Masterpiece as their first TV sponsorship is an incredible tribute to our series,” said Executive Producer Rebecca Eaton at WGBH Boston.

David Lauren, e.v.p. of advertising for Ralph Lauren Corp., said they are “proud to be associated with Masterpiece and public television.”

Masterpiece lost its longtime underwriter, Exxon Mobile, in 2004. Last summer, the icon series scored its first new national sponsor since then, Viking River Cruises. Its Masterpiece Trust for major donors also is doing well, receiving a $1 million gift from San Diego philanthropist Darlene Shiley in March.