Sky Broadband ties up with C4 films

Sky Broadband is to be the new sponsor of film programming on the Channel 4 Network.

Sky Broadband
Sky Broadband ad

The company, part of BSkyB, has signed a 12 month deal that includes the sponsorship of peak-time transmission of films across Channel 4 , E4 and More 4, as well as the screenings on the corresponding ’plus one’ channels.

The style of the sponsorship bumpers will follow on from Sky’s ’Broadband Happily Ever’ marketing campaign, and initially focus on the story of Little Red Riding Hood.

The sponsorship will also extend to Channel 4 HD, E4 HD and the daily early evening film on Film4 and Film4 HD. and the deal was brokered by Mediacom Beyond Advertising.

Sky Broadband appointed ad agency Engine in June to work on a relaunch campaign.

Sky Broadband now has over 2.5 million customers. Around one in five Sky homes now take all three of Sky TV, Sky Broadband and Sky Talk and Sky is expected to deliver robust full year results on Thursday (29 July)

Robert Tansey, group brand marketing director, said: “Sky Broadband provides a high quality, great value service, and we believe this sponsorship deal is the right way of helping customers get the message about what we have to offer.”

Previous sponsors of films on Channel 4 have included Stella Artois and Renault.

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