Budweiser in £1m sponsorship of Sky’s Saturday movie premieres

Budweiser is sponsoring the Saturday night movie slots on BSkyB’s Sky Premier and Sky Cinema film channels in a two-tiered deal planned by BMP OMD and brokered by Optimum View.

The deal, thought to be worth about &£1m, starts on July 24 and will last until the end of the year. It is the first time the Saturday Premiere has had a sole sponsor.

Films appearing during the sponsorship include Titanic, Good Will Hunting, Armageddon, There’s Something About Mary and Lock, Stock & Two Smoking Barrels.

The deal also includes a new strand of programmes called Budweiser American Classics, which will be broadcast on Tuesday nights. The strand will feature movie double bills starring American actors such as Robert de Niro, John Wayne, Steve McQueen and Charles Bronson. The Budweiser American Classic launches with a James Dean double bill of East of Eden and Rebel Without a Cause.

Sky Sales commercial director Mark Wood says: “We have been seeking the right partner for some time and believe Budweiser is the perfect match.”

Listings in the Sky TV Guide will feature the Budweiser American Classics banner.

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