Film Four Signs Major Sponsorship Deals

Channel Four has announced a series of sponsorship and commercial deals for pay-tv channel Film Four. Sony and Stella Artois have been signed as major sponsorship partners and Renault has agreed an airtime deal allowing it car exclusivity on the cult and alternative film channel.

Sony will sponsor Film Four’s Director’s Seasons and Stella will sponsor its main monthly film seasons. Stella also sponsors the film slots on Channel 4. The Guardian will continue to sponsor Film Four Productions.

The deals follow an announcement by the channel last year to look for a small number of advertiser partners to take airtime on the channel, which launched in 1998 (see Channel 4 Launches FilmFour). The partners involved will also be given the opportunity to place slots across the channel’s film seasons and in the Film Four magazine and website.

Mike Parker, head of client and strategic sales at Channel 4, said: “Film Four provides a targeted, efficient environment for advertisers wishing to reach a young, upmarket audience and we are delighted to have signed these agreements. We are also able to offer our sponsorship partners a degree of exclusivity which makes the agreement and especially attractive proposition.”

Channel 4: 020 7396 4444