The Sun buys into C4s Lock Stock series

The Sun has signed a pounds 500,000 deal to sponsor Channel 4’s highly publicised gangster series Lock Stock.

The Sun has signed a pounds 500,000 deal to sponsor Channel 4’s

highly publicised gangster series Lock Stock.



Channel 4 is billing the deal as the largest ever done by two media

owners.



The six-episode series, which is based on the Guy Ritchie film Lock,

Stock and Two Smoking Barrels, launches this week with a two-hour

special.



All negotiations for the deal were handled by Channel 4 and the

specialist sponsorship agency Sponsorvision. The agency was also

responsible for creating the on-screen credit sequences.



The creative involves a series of snapshot images of an East End

newspaper vendor setting up his stall, and will run as traditional

sponsorship credits.



Mel Briggs, sponsorship account manager for Channel 4, commented on the

deal: ’Lock Stock provides the perfect fit for The Sun. Both are

quintessentially British and have a larger-than-life sense of fun.’



Roland Agambar, media manager at The Sun, said the deal represented one

of the newspaper’s largest spends on television.



He said: ’The last time we invested heavily in television sponsorship

was on ITV’s Who Wants to be a Millionaire?. Lock Stock will carry the

exact type of mass appeal that reflects our product.’



Agambar added: ’This is a first-rate opportunity for The Sun. Channel 4

and Lock Stock provide the ideal place for our sponsorship. It also

gives us guaranteed exposure to a young and upmarket audience.’



Lock Stock is the second programme to be sponsored by The Sun on Channel

4 this month - the newspaper’s Bizarre column is sponsoring music show

Pop Gun.



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