Introduction to Sponsorship

Broadcast sponsorship is a highly effective method for clients to communicate their message by association and alliance to a specific programme or collection of programmes. Brands benefit from the perceived values that the programme delivers and can inherit these through a successful partnership. More than anything though, good sponsorship can provide effective cut-through and targeted communication to specific viewing audiences.

Broadcast sponsorship on Channel 5 has been growing well ahead of traditional sources of revenue. Much of this growth can be attributed to clients gaining a greater understanding of the opportunities provided by well-targeted sponsorship. There is also the merited success of long-term, established relationships and Channel 5 has recently commissioned an innovative study looking at the benefits of long term sponsorship partnerships. The research, carried out by Simon Priest Associates, is part of an ongoing series of research projects undertaken by Channel 5 to better understand the impact of TV sponsorship. The findings uncovered four key areas to support the effects of longer term sponsorship working in addition to short term sponsorship, including the strength of emotional engagement and the familiarity of a synonymous relationship between a brand and a programme. Further details can be obtained from the Channel 5 Sponsorship Department.

Channel 5 has experienced sharp growth across 2008 in this sector and has been successful in attracting blue chip clients to associate with a number of of Channel 5’s properties, specifically Ford Land Rover and their association with the Rough Guide series, Steradent and the Matinee Movies, the US Crime Drama sponsorship with Kia, Peugeot Vans and the UEFA Cup football, Mattel’s partnership with the Milkshake strand, PC World’s sponsorship of the Gadget Show and Unilever’s (Knorr) sponsorship of Home & Away.

2008 saw Channel 5 broadcast the first ever terrestrial channel sponsorship with Fiat 500 to coincide with the car's UK launch. This integrated package consisted of a spot teaser countdown campaign, sponsored integrated channel idents, branded break flashes and branded programme menus.


Channel 5 has also had success in delivering shorter term tactical partnerships. Examples of such deals include Maximuscle's sponsorship of Superstars, Continental Tyre’s and Paul Merton in India, Bulmers sponsorship of Rory & Paddy’s Great British Adventure and the Co-op Pharmacy sponsorship of The Pollen Count.

In essence, the key to a successful sponsorship partnership extends way beyond on-air sponsorship credits scheduled around chosen programmes. In our experience, the most effective deals are those that are delivered off-air in association with the sponsor/client.

For further information, or just an outline discussion about the possibilities offered by programme sponsorship on Five, please contact Rachael Wheeler on 0208 612 7418.

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