BT Looks Up Channel 4 For Deal or No Deal Sponsorship

Channel 4’s surprise success with quiz show Deal or No Deal has netted a massive £5 million sponsorship deal for the broadcaster, with BT signing up to promote its Phone Book through the programme.

The sponsorship, which starts on 1 May, is intended to promote and raise public awareness of The Phone Book from BT’s Classified Directory, and will initially run for one year, building on the “Find it with The Phone Book from BT” theme.

Sponsorship breaks will show how members of the family can use The Phone Book to further their existence, finding solutions to everyday problems quickly and easily.

The sponsorship of Deal or No Deal will provide BT with massive exposure, as the programme’s audience regularly tops the 3.5 million mark, with some shows averaging more than 4 million viewers.

Mike Hopkins, general manager for marketing of The Phone Book at BT, said: “The Phone Book’s sponsorship of Deal or No Deal is fantastic news for us, as it gives us the opportunity to communicate our message, in an entertaining and engaging way.

“Our significant investment in sponsorship of this kind also shows our real commitment to raising the awareness of The Phone Book’s Classified directory, which in turn will help generate more leads and business for our important advertiser customers”

David Charlesworth, head of sponsorship at Channel 4, added: “We are delighted that BT has done its own ‘deal’ with Channel 4 for Deal or No Deal and that we have the opportunity to work with a well known, household brand.

“The size and profile of the audience will make a significant contribution to the awareness of The Phone Book. And our audience will benefit from knowing exactly how to find the information they need, which will in turn help prevent them missing even a moment of Deal or No Deal!”

BT: 0207 469 2337 www.btplc.com Channel Four: 020 7396 4444 www.channel4.com