Five has secured Peugeot Vans as the broadcast sponsor of the UEFA Cup after failing to sew up a sponsorship deal last year. Thesponsorship will extendthe broadcaster’s relationship with the marque, with Peugeot already the long-running sponsor of Five’s peak-time movies.
Sky Bet was the last broadcast sponsor of the UEFA Cup, but the deal ran out in July 31, 2006. The new partnership will see Peugeot Vans sponsoring matches broadcast between August 14 and March 19 next year.
The sponsorship package consists of an opening and closing credit, idents and the use of the Peugeot logo on all related promotional trailers.
Other sponsorship developments at Five include cider brand Bulmers signing up to sponsor the new series entitled Rory and Paddy’sGreat British Adventure.
The deal, negotiated by Bulmers’ media agency Starcom MediaVest, will see it feature in branded programme credits and idents created by Glasgow-based advertising agency Frame.
It will form part of the £20m marketing programme that Scottish & Newcastle has invested in the cider brand this year.
Rory and Paddy’s Great British Adventure will run on Five for four weeks, starting on August 13. It features comedians Rory McGrath and Paddy McGuiness, who leave the city to travel around the country in a camper van.
Graeme McKenzie, marketing manager at Bulmers, says the aim is to reinforce its TV campaign “Squeezing the Best Out of the Great British Summer”.