Audi sponsors Bear Grylls Channel 4 programme

LONDON - Audi Q7 is sponsoring the second series of Bear Grylls Born Survivor on Channel 4, in the first broadcast sponsorship deal featuring the marque.

Bear Channel 4 show sponsored by Audi
Bear Channel 4 show sponsored by Audi
The sponsorship, Audi's first on Channel 4, includes pre- and mid-roll idents on the 30-day catch-up service on 4OD, as well as logo branding across the Born Survivor microsite on

In the six-episode series, starting this Sunday, adventurer Bear Grylls travels to some of the world's most inhospitable environments to tackle extreme survival challenges.

The creative is by Bartle Bogle Hegarty and features the Q7 in extreme environments. Each ident's creative is linked to an interpretation of the satellite navigation system's understanding of its surroundings.

James Millett, Audi's communications manager, said: "As soon as the sponsorship became available, we saw a fantastic opportunity.

Bear Grylls Born Survivor aligns perfectly with the Q7 security and protection positioning, while Channel 4 offers a great platform to engage with the premium SUV-buying audience."

The sponsorship was negotiated by Chris Holdom at SponsorCom, the sponsorship division of MediaCom, and Georgina Crellin at Channel 4.

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