Channel 4 Secures £1.5m Sponsorship Deal With Kenco
Channel 4 has secured Kenco as the £1.5 million sponsor of a variety of programmes on its main terrestrial channel and digital youth channel, E4.
The deal represents the first time that Channel 4 has offered such a cross platform and cross programming package. It is also Kraft Foods largest ever broadcast sponsorship agreement.
The year-long sponsorship will include new programming and established series such as Bo Selecta, Comedy Lab and Banzai. The advertising will build on Kenco’s ‘Live Now Sleep Later’ integrated media strategy.
Judi Ainsworth, senior brand manager of mainstream coffee at Kraft Foods, commented: “Channel 4’s comedy and entertainment delivers a young, sophisticated and contemporary audience and is a natural association with the Kenco Rappor brand. The strapline: ‘TV worth staying awake for’ is a direct reference to the nature of the post-watershed programmes – fresh, irreverent, experimental and sometimes dark comedy and entertainment. For the target audience these are appointment to view, talked about programmes.”
The deal was negotiated by Andrew Corcoran, sponsorship manager at Zenith Optimedia’s sponsorship division, Alliance, and Sharon Moore at Channel 4.
Corcoran said: “We have created a strand around Rappor’s brand proposition in a deal that goes beyond the usual boundaries of programme or genre deals – it has given Rappor access to the most exciting comedy and entertainment on British television.”
Lucrative sponsorship deals have also been the order of the day over at ITV, which recently announced that MasterCard is to sponsor tonight’s Brit awards. ITV has maximised the sponsorship revenue of the event by creating a special interactive channel, which will be sponsored by Pringles (see ITV Extends Sponsorship Opportunities With Interactive Ads).
Channel Four: 020 7396 4444 www.channel4.com
Recent Sponsorship Stories from NewsLine New Granada Deal Brings Wella To Girls In Love Capital Gold Secures Telewest For Breakfast Sponsorship MTV Retains Nik Naks As The Osbournes Sponsor
Subscribers can access ten years of NewsLine articles by clicking the Search button to the left