Malibu, the United Distillers & Vintners spirit brand, has bought a
joint sponsorship package to air on Channel 4 and Emap’s youth-oriented
The deal, thought to be worth pounds 500,000, supports Channel 4’s
latest series of Flava, the music of black origin programme.
Malibu will sponsor the entire Flava series, which is in its fifth
It kicks off on 14 June and will broadcast as part of Channel 4’s music
zone 4 Music.
Malibu has also sponsored a radio version of Flava to air on Emap
stations Kiss 100 FM and the Big City Network from 14 May. The
syndicated Flava radio show will be broadcast weekly until 24
The show will broadcast different types of black music and feature a
range of presenters such as MJ Cole and Mica Paris. The radio
productions are designed to be more mainstream, contemporary and
female-friendly than any existing black music radio. Flava radio is
being produced by radio production house G-1.
The final part of the deal is the sponsorship of a selection of
Flava-themed club nights that will tour the country, running DJ
competitions to tie in with the radio programmes.
Sarah Armitage, sponsorship manager at Carat, brokered the joint
TV sponsorship was negotiated by Channel 4’s sponsorship account manager
James Oxley, while Emap’s programming director Andy Roberts handled the
Armitage said: ’Malibu has found a perfect fit with its sponsorship of
Channel 4’s Flava. The programme is the only soul, dance and R’n’B
production on terrestrial television.
’Its format translates easily into live events and a radio show,
enabling Malibu to reach its target audience of young, style-conscious
party goers on a variety of levels. This is a multi-faceted, dynamic