Renault sponsors Discovery adventure shows with James Cracknell idents

Discovery Networks has bagged its biggest sponsorship deal to date after agreeing a nine-month deal with Renault for its adventure programming.

The six-figure sponsorship begins on 1 April and will see Renault idents appear on adventure shows on Discovery Channel, Quest and DMAX, including Robson Green’s Australian Adventure and Marooned with Ed Stafford

Six different 10-second idents, created by Renault’s creative agency Publicis London, will feature Olympic gold medallist rower James Cracknell.

In each ident, the former athlete is filmed doing different outdoor activities, such as wading through rivers, abseiling cliff ledges, and kayaking.

The campaign’s strapline is: "Renault KADJAR, Bringing You Adventure On Discovery". 

The deal was brokered by Michael Holt, the director of brand partnerships at Discovery Networks UK and Ireland, and Tom Thacker, the partnership activation director at Manning Gottlieb OMD, Renault’s media agency.

Martin Heaton Cooper, the vice president, commercial development at Discovery Networks UK and Ireland, said: "Publicis has produced six unique and engaging idents which perfectly capture the spirit of adventure on Discovery.

"James is a true explorer and connects perfectly with Renault’s brand positioning ‘Dare To Live’ as well as Discovery Channel’s brand promise to ‘Make Your World Bigger’."