Five Sheds Lowbrow Image With Rolls Royce Deal

High class car firm Rolls-Royce has turned to Five for its first ever terrestrial sponsorship deal, signaling that the broadcaster, once famously described as a platform for “football, films and fucking,” has shed its downmarket image.

The deal will see Rolls-Royce support Five’s broadcast of the 2005 Royal Institution Christmas Lectures, which serve as a forum for presenting scientific issues to young people. The lectures will be shown during peak-time for the first time as part of Five’s Christmas schedule.

Running from 26 December to 30 December, the deal covers the opening and closing credits as well as break bumpers on a package of five 1 hour programmes.

David Howie, head of brand for Rolls-Royce, explained the deal’s significance, stating: “Rolls-Royce is working to raise the profile of science education in this country through our own national Science Prize initiative and sponsoring the Christmas Lectures fits perfectly with supporting this activity.”

Kelly Williams, sales director for Five, added: “The deal to broadcast the Royal Institution’s Christmas Lectures is yet another example of our commitment to public service broadcasting. I don’t think that there’s a more prestigious brand than Rolls-Royce, so we are delighted that they have chosen to become the broadcast sponsor.”

Earlier this year a report into the state of the commercial television market from media management consultancy Billetts recognised Five’s strategy of acquiring American programming and moving away from lowbrow entertainment shows (see ITV Reaches A New Low With Old Habits Says Billetts).

Five: 020 7550 5555 www.five.tv