Channel 5 nets first sponsorship tie-up in Stella Artois deal

Channel 5 has signed up its first sponsor in a pounds 1.3 million deal with Stella Artois. The Whitbread brand is to sponsor the channel’s nightly film package for six months from Channel 5’s launch at the end of March.

Channel 5 has signed up its first sponsor in a pounds 1.3 million

deal with Stella Artois. The Whitbread brand is to sponsor the channel’s

nightly film package for six months from Channel 5’s launch at the end

of March.



The deal, negotiated by Andy Roberts, the TV buying director of

Whitbread’s media company, Motive, and Paul Vines, the managing director

of the sponsorship specialist, HH&S, includes front, end and bumper

credits and on-air promotions for the movies that will air each weekday

evening at 9pm.



Stella has agreed a package of spot airtime on top of the sponsorship

deal. The tie-up is likely to be exploited off-screen in joint

promotions between Stella and the channel.



Stella is said to have been one of five advertisers vying for the deal

and not the highest bidder. Nick Milligan, the sales director of Channel

5, said: ’The fit between Stella Artois and Channel 5 is perfect. Stella

recognises the film strand will be our most successful segment.’



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).