Genie succeeds Stella as Empire film awards sponsor

Genie, the mobile Internet company spun off from BT, has signed its first sponsorship deal – as sole sponsor of the film awards staged by EMAP’s Empire magazine.

The event is due to be televised on the evening of Saturday February 24 and will be aired on both Channel 4 and Film Four.

The Empire Awards have been sponsored for the past three years by Stella Artois, which has a long association with film events. The new deal is Genie’s first foray into sponsorship and is initially for this year’s event, although the company hopes to make it a long-term relationship.

Genie will sponsor the whole of the awards which take place on February 19 and a new award for best debut film. The Genie service is being given branding opportunities at the ceremony and on the magazine’s website. It will also benefit from the TV coverage.

The company spokesman says: “This deal is an ideal fit with our target demographics – male and female ABC1s, aged 15 to 44.”

He says Genie is looking for further sponsorship opportunities, some of which will be international. More announcements are expected by the summer in what the spokesman calls “left-of-field, edgy and different types” of deals.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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