MUMBAI: Marketing and communications agency Media Circus will be handling the sponsorship and marketing activity for the International Indian Film Academy (IIFA) Awards, which are scheduled to be held in Yorkshire this year.

The awards will be held from 6 – 9 June, 2007. According to a media report by Mad.co.uk, Media Circus will be responsible for securing title and associate sponsorship packages as well as some media partnerships.

The awards will see a film festival and several world premieres showcasing Bollywood blockbusters. Additionally, an IIFA Awards Foundation Celebrity Charity Cricket Match will also be hosted along with the FICCI-IIFA Global Business Forum 2007. The awards are expected to be attended by government ministers, CEOs and industry leaders, who will collaborate on promoting bilateral trade between India and the UK.

Media Circus’ Linda Ewing was quoted in the report as saying, “We are delighted to be working with the biggest global cinema industry in the world. This present huge opportunity for brands looking to tap into the soon to be biggest population in the world and will reach billions of consumers across the globe.”

Yorkshire was selected as the host of the event in June last year. The bid by Yorkshire Tourist Board beat off competition from other destinations, including New York.

The event will be held across Yorkshire cities including Leeds, Bradford, York, Sheffield, and Hull.

This will be the eighth Annual International Indian Film Academy Weekend and IIFA Awards.