Volkswagen has renewed its sponsorship of ‘Sport on 4’ in a new deal which runs from May next year until May 2000. Continuing the format of the original deal, which was struck in March this year (see Volkswagen To Sponsor C4 Sport), VW will be associated with Channel 4’s entire output of sports programmes. This is to include the English Test cricket, the rights to which C4 snatched from the BBC in October for £130 million (see BBC Loses More Sport As Cricket Goes To C4).
Channel 4’s sports coverage includes extensive racing programmes, the Tour de France and Football Italia. David Charlesworth, the channel’s controller of sponsorship, says: “It’s an exciting time for sport at Channel 4 and VW’s decision to continue with our partnership is undoubtedly the icing on the cake.”
The creative work for the on-air VW promotions are produced in-house by Channel 4 rather than Volkswagen’s usual advertising agency, BMP DDB. VW’s communications manager, Nigel Brotherton, said: “Sport on 4 has established itself as an exciting sub-brand of the channel as whole, encompassing a broad range of sporting coverage and reports. Volkswagen is committed to its continued associated with this quality output.”
Channel 4 has been considering extending its strength in racing coverage by launching a pay-TV racing channel on digital television, although no definite plans have yet been announced.
Channel 4: 0171 396 4444
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