Cheerios pantomime sponsorship comes to an end

Producer Karl Broderick and TV presenter and producer Alan Hughes

Initial three-year partnership developed into a "phenomenal" sponsorship spanning 14 years


Brand Central

20 November 2020

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Alan Hughes and Karl Broderick of Anthem Productions and Cheerios today confirmed that after a “wonderful 14-year partnership”, their hugely popular annual panto will no longer be known as the Cheerios Panto.

Cheerios described working with Alan and Karl on the hugely popular annual event as a privilege, which has “brought joy and magic to thousands of families over the years” and wished the Panto continued success in the future. Details will be announced on Tuesday of how panto fans can enjoy the magic of Peter Pan this December with an all-star panto cast.

“At the beginning of this year Cheerios and Anthem Productions had mutually agreed that our partnership would come to an end in 2020,” said Aisling Curran, marketing manager, Nestlé Cereals.

“No one could have foreseen at this time the impact Covid-19 would have across the world and here at home, meaning the final year of our partnership could not proceed as planned,” she added.

“We thank Karl Broderick and Alan Hughes as well as their wider team for their creativity and professionalism in creating a spectacular partnership and many wonderful memories for so many families over the years.”

“The partnership initially was for three years and here we are 14 years later,” Alan Hughes said. “Over that time we have watched the panto soar to the hugely popular event it is today. Karl and I would like to thank Cheerios and Nestlé for what has been a phenomenal partnership. ‘Cheerio for now and tanx a thousand’.”

Due to the impact of Covid-19, Cheerios also pledged to make a financial donation to Pieta House, to enable the organisation to increase its outreach to people in need of their services during this difficult time.

Keep updated with ‘Peter Pan’ at



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