Emap and Channel 4 bag joint Malibu deal

Malibu, the United Distillers & Vintners spirit brand, has bought a joint sponsorship package to air on Channel 4 and Emap’s youth-oriented radio stations.

Malibu, the United Distillers & Vintners spirit brand, has bought a

joint sponsorship package to air on Channel 4 and Emap’s youth-oriented

radio stations.



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

year.



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

September.



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

deal.



TV sponsorship was negotiated by Channel 4’s sponsorship account manager

James Oxley, while Emap’s programming director Andy Roberts handled the

radio side.



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

campaign.’



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