Channel 4 And Beck’s Sign £2m Drama Sponsorship Deal
Beck’s Bier has secured a £2 million sponsorship deal that will run for forty-two weeks across Channel 4’s original drama programmes. It is the first time that Channel 4 drama has been sponsored on a continuous basis.
The association kicks off next month with the beginning of C4’s The Young Person’s Guide To Becoming A Rock Star; the sponsorship will then roll out across ten other new series to be broadcast next year.
The deal was negotiated by Beck’s UK distributors, Scottish Courage, along with ad agency, MediaVest. The on-air creative for the sponsorship will be created in-house by Channel 4 on behalf of Beck’s. The deal involves promotional activities off-screen, including a multi-media ad campaign.
Channel 4’s sponsorship controller, David Charlesworth, says: “Our brief was to create a sponsorship which reflected the new era of drama at Channel 4 – something new and decidedly different.”
Channel 4 is also launching its new subscription film service, FilmFour, on 1 November across the cable networks and Sky Digital (see Channel 4 Launches FilmFour). The promotional campaign for the cult/independent movie service is currently underway (see C4 Appoints Film Four Marketing Head).
Channel 4 chief executive, Michael Jackson, is currently understood to be in discussions with the Independent Television Commission in order to get permission to broadcast films in their original, unedited format.
Channel 4: 0171 396 4444