More Th>n Sponsors C5 Motor Series

Channel 5 has secured financial services company More Th>n as sponsor of its new motoring series 5th Gear. The channel has also lured Top Gear presenters Quentin Wilson and Tiff Needell from the BBC to front the show, which begins in April.

News of this lifestyle programming deal comes in the wake of Channel 4’s announcement earlier in the month of a £4m sponsorship package for its peak time home and property programming (see Channel 4 Secures £4m Sponsorship Deal).

More Th>n, launched last year by Royal & Sun Alliance, has this month been running the UK’s largest ever taxi advertising campaign, using 785 Taxi Media cabs as part of a wider, cross-media campaign running during the course of the year (see March Brings Big Campaigns In Outdoor).

Channel 5: 020 7550 5555 www.channel5.com

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