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.

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