Channel 4 announces Vauxhall Motors as new sponsor for drama

Mark Johnson's picture
by Mark Johnson

Channel 4 has announced that Vauxhall Motors will be the new official sponsor for Drama on 4 from 1 January 2020, in a brand new one-year partnership.

The deal represents sponsorship of all dramas across Channel 4 and Walter Presents and includes a dynamic offering allowing Vauxhall to personalise and target its sponsorship on Channel 4’s digital platforms.

McCann creative for Vauxhall

Vauxhall’s brand idents, created by McCann, will appear around new and returning dramas across the broadcaster’s 2020 slate, including brand new UK originations, acquired US series and the return of recent successes.

These include: Deadwater Fell, a brand new drama featuring David Tennant and Crush Jumbo about the murder of a family in a small community; multi-BAFTA Award-winning writer Russell T Davies’ new drama Boys - exploring the AIDS crisis of the 1980s featuring Olly Alexander, Kelley Hawes and Stephen Fry; and the return of compelling and contemporary US thriller Homeland and Multi-Emmy-winning US drama Handmaids Tale. 

Deal brokers

4Sales and MediaCom Holdings Ltd were responsible for brokering the partnership.

“Drama on 4 remains a hugely desired sponsorship opportunity due to our strong offering of compelling, critically acclaimed dramas”, Rupinder Downie, Brand Partnerships Leader at Channel 4 said. 

“We are thrilled to have teamed up with Vauxhall – the partnership is a great fit and provides the perfect opportunity for the brand to reach Channel 4’s engaged peak-time audience across the year.”

Patrick Fourniol, Marketing Director at Vauxhall, said: “We hugely value this partnership. 

“The fantastic content we’ll be supporting and unique timing will enable us to reach a key, broader audience and drive Vauxhall’s Brand perception with our line up of exciting new models across 2020 which includes the all new Corsa, its Electric derivative and the GrandLand Hybrid 4 plug in electric.”

Anthony Morrison, MediaCom Business Director for Vauxhall said: “We are delighted to have secured Drama on 4 for Vauxhall. 

“Channel 4 provides a great strategic fit and the confident and distinctive nature of the drama package aligns closely with our new brand positioning. 

“We look forward to working with C4 on a really exciting partnership.”

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