Addleshaw Goddard has secured a role advising Who Wants to be a Millionaire production company Complete Communications Corporation (CCC) on the sale of the rights to the TV quiz show to 2waytraffic for £111.5m.

Addleshaws, led by corporate partner William James, advised the shareholders of CCC on the company's restruc-turing in preparation for the sale, followed by the sale of worldwide intellectual property rights.

The shareholders include television producer Paul Smith, comedian Jasper Carrot, the three original creators of the show and listed InvestinMedia, which received £36m for its share.

As part of the deal CCC also sold the programme library of fellow production company Celador International – whose shareholders are Smith and Carrot – to 2waytraffic.

The Addleshaws team won the deal after a competitive pitch, which it was invited to following its work on comparable deals such as the sale of the Mr Men rights in 2004.

DLA Piper advised Dutch company 2waytraffic on the acquisition. The team was led by corporate partners Charles Severs and Sean Scanlon. Simmons & Simmons advised the debt provider, Royal Bank of Scotland.