C4 nets Sprite as 6m sponsor

Channel 4 has secured its biggest sponsorship with a 6m deal permitting Sprite to support its US National Basketball Association coverage for the next three years.

The sponsorship is launched next week with the first of three new NBA series – NBA 24/7, a sports and lifestyle magazine. The deal also covers two other shows – NBA Raw and XXL, a late-night show.

Channel 4 head of marketing Wendy Lanchin says the deal involves significant co-operation in off-air marketing and joint promotions of the sport and programmes. “This is a first for us to be so closely involved in marketing with a sponsor,” she says. A poster campaign is planned; Channel 4, NBA and Sprite will receive joint branding.

The deal was struck by Scott Lynds on behalf of Channel 4 and Universal McCann for Sprite parent Coca-Cola.

Simon Lynds, chief executive of Scott Lynds, says: “It is the largest deal to date for Channel 4 and among the largest so far on UK TV.”

On-air promotions for the new series broke late last week. The trailers feature the additional message: “Score goals, not drugs.”