Channel 4 Secures £4m Sponsorship Deal

Channel 4 has secured NPower, the energy and services business of National Power, as the £4m sponsor of its peak-time home and property programming.

In the first deal of its kind NPower will sponsor eight of Channel 4’s most popular lifestyle shows including Nigella Bites, Location, Location, Location and Grand Designs. The company’s branding will accompany 49 episodes of the peak-time programmes, which according to Channel 4, each attract an average of 2.9 million viewers.

The deal, which runs from March to December 2002, also includes sponsorship of Channel 4’s “Homes” websites. NPower branding will appear on Channel 4’s online property sites and content from the company’s own online channels will be integrated into other relevant areas of the Channel 4 network.

Channel 4’s sponsorship manager, Rob Ramsey, said: “This is an innovative deal reflecting our shared goal to develop creative branding platforms. Frequently being home owners and internet literate, Channel 4 viewers form an attractive audience for home-orientated companies like NPower.”

Last month Channel 4 acquired the terrestrial TV rights for the cult American TV show The Simpsons after outbidding its rival Channel 5. The BBC currently pays around £100,000 for each episode of the programme, but Channel 4 is thought to have bid around £700,000 per episode (see Channel 4 Secures Simpsons TV Rights).

Channel 4: 020 7396 4444 www.channel4.co.uk

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