Peugeot to be Five film sponsor

Peugeot is to sponsor Five’s 9pm movie slot for next year, in what is thought to be the television channel’s largest sponsorship deal.

Peugeot replaces breakdown service the RAC, which is thought to have paid about &£2.5m to sponsor the movie slot over the past year (MW December 13, 2001), during which the channel showed a number of high-profile terrestrial film premieres, including Eyes Wide Shut and The Matrix.

The latest deal is understood to have been brokered between Peugeot’s media agency, OMD UK, and Five head of sponsorship Jonathan Lewis.

Under the deal, Peugeot will have sponsorship credits at the beginning and end of the films as well as during the movie’s commercial breaks.

Since its launch five years ago as Channel 5, films have been a cornerstone of Five’s scheduling. The quality of the films on the channel improved significantly following a multi-million pound deal with Unilever, under which the packaged goods giant handed Five the rights to screen a back catalogue of up to 100 Columbia Tristar films in exchange for airtime. The deal, thought to be for a four-year period, was struck in 2000.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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