Telegraph Group Sponsors Cricket On Five
Five has joined forces with the Telegraph Group in a multi-media partnership, with the newspaper publisher enjoying exclusive sponsorship of England’s home Test Matches and One Day cricket internationals from 2006-2009.
The deal will see The Telegraph Group be the exclusive title sponsor of Five’s evening highlights programme, with up to 45 shows scheduled across the summer, and spanning the duration of Five’s initial broadcast contract. This represents the channel’s biggest-ever commercial arrangement.
The sponsorship package will incorporate integrated branding within the title sequence and across all of Five’s promotion and marketing of the show.
The Telegraph will also deliver co-branded advertising and promotions in paper and online, including an international fantasy cricket game, syndicated content to Five’s new cricket web-site and other online and interactive initiatives.
Commenting on the deal, Katie Vanneck, marketing director of the Telegraph Group, said: “This deal is absolutely spot on for us, in terms of leveraging our ‘packed with world class sporting opinion’ proposition. Our cricket team is second to none.”
She continued: “Five has some very exciting plans for marketing of the show, and we are confident that our strong association with cricket, which includes our partnership with the ECB, guarantees a perfect platform for what we believe is a very exciting partnership.”
Five is equally enthusiastic about the deal, with Jonathan Lewis, head of commercial development at Five, saying: “Cricket highlights are one of the jewels in our crown and will play a big part in our continued development as a broadcaster.
“We are planning to invest significantly behind them, while the cross-media promotional benefits of our deal with the Telegraph offer a unique opportunity to deliver something innovative and heavyweight.”
Five recently announced the introduction of some new contemporary documentaries, broadening its schedule with human interest and factual programming (see Five Signs New Documentaries To Bolster 2006 Schedule).
Shows such as Crucify Me, Dunblane: A Decade On, and Alive: Back to the Andes, will broadcast throughout the year. Five’s director of programmes, Dan Chambers, said: “Crucify Me and Dunblane: A Decade On highlight the depth and diversity of our very strong factual line-up and will make for compelling viewing.
Five: 020 7550 5555 www.five.tv
Telegraph Group: 020 7538 5000 www.telegraph.co.uk