C5 clinches RAC deal over £2.5m movie sponsorship
Channel 5 has struck a deal with the RAC for the breakdown service to sponsor its 9pm movie slot next year.
It has been reported that Channel 5 was seeking up to &£2.5m for the sponsorship.
The deal, which is the biggest in Channel 5’s history, will give the RAC sponsorship credits at the beginning and end of the film, as well as during the movie’s commercial breaks.
Existing sponsor Yahoo! decided not to renew its deal with Channel 5, which it struck in March this year.
Channel 5, which claims its films attract audiences of more than 3 million each night, is showing a number of terrestrial film premieres next year, including Eyes Wide Shut, The Matrix and Analyse This.
The RAC plans to use the sponsorship to highlight the fact that it is more than a breakdown service and offering other products and services, such as BSM driver training, motor insurance, windscreen replacements and loans.
RAC group marketing director Ken Lee says: “The RAC wanted to work with a broadcaster with a real sense of partnership when it came to programme sponsorship. Our experience of RAC Auto Windscreens sponsoring Channel 5 weather bulletins clearly demonstrated initiative on its part and fitted our brand values.”
The deal was brokered between Chris Boothby at BBJ and Jonathan Lewis, head of sponsorship at Channel 5. WCRS has been commissioned by the RAC to produce the sponsorship credits.
