Renault returns to C4 with £3m drama deal

Renault is understood to be sponsoring Channel 4’s (C4) drama series next year in a deal worth more than £3m.

The agreement marks a return for the car brand to C4. It last sponsored drama on the station in 2001. C4 has been without a drama sponsor for the past year.

The deal, which is one of the largest TV sponsorship contracts, is believed to include The West Wing, The Sopranos, and a new series of Teachers.

Drama sponsorships are fraught with difficulties for brands as they can find themselves sponsoring new and untried series. Becks, which sponsored C4 drama in 2000, pulled out part way through gay drama series Queer As Folk, but at the time denied it was because of the content.

C4’s new chief executive Mark Thompson has made drama one of his key priorities and has said that he wants to make programmes that are “edgy” and “contemporary”.

Channel 4 is also looking for a sponsor for its sports coverage which includes racing, cricket and rallying. But TV sponsorship experts believe the channel may have to split the package as the sports are so diverse and unlikely to appeal to one sponsor.