Channel 4 announces joint sponsors for 2020 Paralympics coverage

David Prior's picture
by David Prior

Toyota and BP are to jointly sponsor Channel 4's coverage of the Tokyo 2020 Paralympic Games.

The deals span programming across Channel 4, More4 and All 4, including build up programming, live coverage during the Games, highlights and entertainment shows.

The agreement with Toyota follows its partnership with the broadcaster on the 2018 Paralympic Winter Games.

Jonathan Allan, Channel 4 Chief Commercial Officer said: “Following the great success of the Rio games, we are thrilled to be building on our partnership with Toyota, whilst joining forces with BP for the first time in a major collaboration that will take coverage of the Tokyo Paralympic Games 2020 to a new level.”

The latest deal was negotiated by Channel 4’s sales house, 4 Sales, and Toyota’s and BP’s media agency m/SIX and Mindshare respectively.