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
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.’