Greene King, the brewer and pub group, is undertaking a corporate branding exercise across its 735-strong managed house division. The company has upgraded exterior signage and fitted plaques inside its pub businesses to ensure all carry the Greene King name. The move coincides with a £1.2m prime-time television sponsorship deal. The company has put its name to Ant & Dec’s Saturday Night Takeaway, the entertainment show hosted by presenters Anthony McPartlin and Declan Donnelly. Mark Angela, managing director of Greene King’s managed arm, said that through investment projects, many of its pubs already carried the appropriate parent company logo and that the exercise had meant replacing the swing signs and adding internal signs, at “a few hundred” pubs. Now all managed houses operated by the group will carry the Greene King identity, including brands such as Hungry Horse, the value food offer. He said: “With the sponsorship deal it was important to ensure that consumers can make the connection between Greene King and that pubs that we operate. Now all sites carry the Greene King name.” The sponsorship of Ant & Dec’s Saturday Night Takeaway will give Greene King 80 seconds of airtime, which it will use to promote individual pubs around the UK. The last series of the show averaged 7.8 million viewers.