Lexus and Channel 4 in drama tie-up

Channel 4 has struck a multi-million pound sponsorship deal with Lexus that will see the luxury car brand sponsor the drama genre on the channel in a multi-million pound deal.

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Luxury car brand Lexus will sponsor Channel 4 drama including The Good Wife.

The one-year partnership, Lexus’ first UK broadcast deal, will see the luxury car brand’s idents appear around Channel 4 drama programmes next year, including Danny Boyle’s comedy-drama Hostages, Russell T Davies’ Cucumber and the return of The Good Wife. It forms part of Lexus’ “Amazing in Motion” global brand campaign, which launched earlier this year and was created by agency CHI & Partners.

The activity will launch on 1 January 2014 and run throughout the year. Channel 4 has previously struck a similar deal with Nokia to sponsor drama shows including Homeland.

Lisa Fielden, manager of brand communications at Lexus, says: “The partnership enables us to associate with must see content, reaching viewers in programming that they love and are passionate about.”

Lexus recently partnered with US movie studio The Weinstein Company to launch a series of short films demonstrating the car marque’s luxury lifestyle ethos.

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