Lexus to sponsor Drama on 4

23 December 2013

Channel 4 today announces that Lexus will sponsor programming strand Drama on 4 from Wednesday 1st January 2014, in a brand new one year partnership.

 

The seven figure deal represents Lexus’ first UK broadcast sponsorship on terrestrial television and will see the luxury car brand’s idents, created by CHI & Partners, appear around Channel 4 dramas across 2014 as part of their global campaign Amazing in Motion

Channel 4’s exciting new drama slate for the year ahead will see brand new UK originations and acquired US series alongside the return of recent successes. These include Saturday night drama Hostages, launching in January and starring Toni Collette and Dylan McDermott; original Danny Boyle directed comedy-drama Babylon, hosting a raft of exciting British talent; major historical drama New Worlds; award-winning writer Russell T Davies’ Cucumber; and the return of critically acclaimed Utopia, The Mill and The Good Wife.

 

The partnership was negotiated by Lucy Hughes, Group Partnerships Manager, Channel 4 and Bruce McGowan, Head of Broadcast Content, Newcast – the specialist branded content and experience division of ZenithOptimedia.

 

Rupinder Downie, Partnerships Manager, Channel 4 said: “Drama on 4 remains a hugely desired sponsorship opportunity due to Channel 4’s proven pedigree in delivering compelling, critically acclaimed drama – abrand-defining genre for the channel.  We are delighted to have teamed up with Lexus for this premium partnership; their brand resonates perfectly with 4’s award-winning stable of drama.”

Lisa Fielden, Manager, Brand Communications Lexus, said: “Lexus are delighted to be the new sponsor of Drama on 4, allowing us to showcase our models in a premium environment across the year. The partnership enables us to associate with must see content, reaching viewers in programming that they love and are passionate about.”

 

Ends.