Major clients renew sponsorship with Channel 4 in six-figure deals

Editor | 11-03-2013
It may be tough in UK adland, but Channel 4 has received a huge fillip by renewing year-long sponsorship agreements with Honda and Heineken UK’s lager Foster’s.
Both six-figure sponsorship deals, negotiated and planned by Starcom Mediavest, will cover transmissions on Channel 4, More4, TV and PC VOD as well as activation online on, and will be placed in documentary and original comedy output respectively.

Honda says that its ongoing partnership will continue to reinforce its brand pillars of innovation, quality and customer service. The sponsorship will be visible around programmes including Educating Yorkshire and 24 Hours in A&E, adding to a relationship beginning in May 2010 with exclusive sponsorship of ‘Documentaries on 4’. Honda branding has appeared around set pieces such as One Born Every Minute and Educating Essex, as well as documentaries within the regular strands First Cut and Cutting Edge.
For its part, Foster’s has been the official sponsors of original comedy programming on Channel 4 since February 2010 and idents for the brand have featured around shows including Peep Show, 8 Out of 10 Cats and annual charity event The Comedy Gala. In 2013 Foster’s will sponsor the new series of The Mimic, Derek and The Last Leg.
Wieden and Kennedy are responsible for Honda’s creative and Adam and Eve produce Foster’s idents. Foster’s was also the first advertiser to take advantage of one of Channel 4’s new video ad formats ‘Ad Mix’, which was a specially adapted ‘Ad Bloom’ created exclusively for the brand.
Commenting on the new sponsorships, Rob Ramsey, partnership leader, Channel 4, said: “We are delighted that Fosters and Honda have renewed their partnerships with Channel 4. We aim to build upon the existing success of both campaigns and further demonstrate the effectiveness of long-term fully activated sponsorships.”