Amazing that a brand of bottled water didn't step in and snap up the sponsorship of Downton Abbey on TV3. Fans of the soapy period drama will remember that publicity shot released last month to promote the new series, which showed a plastic bottle of mineral water visible on the mantelpiece – presumably left there accidentally by one of the actors feeling the heat what with all that corset and cumberbund wearing. But no. Oxendales Ireland, the mail-order catalogue company has stepped in as sponsor.

The company, which has not been as visible in terms of advertising and sponsorship in this market as its rival Littlewoods Ireland, has created stings which cleverly leverage the sponsorship. Instead of simply its logo, the break-time stings feature model agency boss Celia Holman Lee and model Vivienne Connolly in what Oxendales call "Downton Abbey inspired outfits, all available from the current Oxendales collection".

"We believe the sponsorship will be a true success in terms of brand affinity as our customers are dedicated fans of the show," said Oxendales commercial director, Brenda O'Sullivan, adding: "We have developed a comprehensive social media and digital campaign to complement our association with Downton Abbey."

The new series of Downton Abbey, its fifth, starts on Wednesday September 24th on TV3 (UTV airs it first on Sundays).