Magazine article Marketing

C4 Seeks Sponsorship for Its Drama and Sport

Magazine article Marketing

C4 Seeks Sponsorship for Its Drama and Sport

Article excerpt

Channel 4 is seeking more than [pounds]5m in TV sponsorship for both its drama and sports strands following decisions by Beck's and Volkswagen not to renew their contracts.

Scottish Courage spokesman, David Jones, confirmed that the Beck's brand would not be renewing its [pounds]2m sponsorship of new drama series such as Longitude, which came to an end last month.

He said that while the sponsorship had been highly successful in raising awareness of the brand, it had run its course. Beck's is now considering a range of other options as part of a wider review of marketing activity, which includes seeking a new agency to handle the UK ads for Beck's (Marketing February 3).

Beck's 14-month sponsorship of Channel 4 drama, which began in November 1998, has been fraught with controversy after the beer pulled out of the dealin March last year, halfway through the screening of gay drama Queer as Folk. Beck's cited realignment of budgets by ultimate brand owner, Brauerie, as the reason for suspending the partnership. Nevertheless, the move angered gay groups such as Outrage who called for a boycott of the brand. …

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