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
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
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
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