C4 hunts sponsor as VW ends deal

Channel 4 is seeking a new sponsor for its entire sports programming because Volkswagen has decided not to renew the &£3m deal.

The car manufacturer, which has been contracted to Channel 4 for two years, believes that the sponsorship has served its purpose. The contract comes to an end in May.

Volkswagen communications manager Bernard Bradley says: “The sponsorship was to do a specific job, which was to get more TV exposure for its niche models. It was difficult to see what else the sponsorship could do for us in the future.”

The deal, which involved one sponsor for all the sports programming on Channel 4, resulted in the output being rebranded as “Sport on Four”.

The original contract was agreed by Bradley’s predecessor, Nigel Brotherton, who moved to head sales in the south east last year.

The deal was brokered by BBJ Media Services, which lost VW’s business to Mediacom TMB last year.

Bradley says that VW will continue to remain in contact with Channel 4 over programme sponsorship. If an opportunity that was “suitable came up”, he says, the company would consider it.

Sport on Four programmes include Channel 4 racing, Football Italia, basketball and American football. Last year, Channel 4 snatched the English Test cricket from the BBC in a &£103m four-year deal.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here