BMW drives technology innovation as new TV sponsor of Sky Arts
BMW’s new sponsorship across the UK’s only dedicated Arts and Culture free-to-air TV channel, Sky Arts, launches for 12 months on 10 December 2022, as part of the deal brokered by Wavemaker.
BMW and Sky Media today announced Sky Arts’ biggest-ever sponsorship agreement showcasing the synergies between Sky Arts programming with BMW: Innovation, design, performance and sustainability driven by technology. The multi-million pound TV sponsorship deal, featuring voiceover by actor James D’Arcy, was brokered between Sky Media and global media agency, Wavemaker.
Debuting tomorrow – 10th December post 6am, the sponsorship will run across the UK’s only dedicated Arts and Culture free-to-air TV channel for 12 months.
Matched to BMW’s innovative vehicles, the Sky Arts channel creates an immersive, cultural experience for a passionate and engaged audience, who value quality and innovation. Reflected in the creative, BMW will speak to its audiences’ broad passions throughout this sponsorship by bringing to life technology stories from the brand’s latest models in a series of 1 x 15” & 2 x 5” idents, created by the brand’s retained advertising agency, The Marcom Engine (TME).
The new and all-electric BMW i7 and the BMW iX will feature in the new Sky Arts idents, showcasing a range of the brand’s most innovative technologies including crystal headlights that follow the corner of the road, a panoramic glass sunroof that opens to another world, and an automated parking assistant designed to simplify the end of every journey. The ground-breaking BMW i7 features an ultra-wide 31.3-inch 8K theatre screen for the most immersive rear-seat viewing experience available in any vehicle on the market, allowing passengers to indulge in innovative multisensory entertainment on the move and providing a strong synergy with Sky Arts’ creative programming.
Michelle Roberts, Marketing Director, BMW UK, said: “We’re incredibly excited to work with Sky Media to build awareness for the cutting-edge technology at the heart of the latest BMW models. Sky Arts is defined by its original and imaginative programming and there could not have been a more logical fit to showcase the innovation which is built into the BMW i7 and BMW iX. Featuring the 8K fold-down theatre screen in the rear of the vehicle, the new BMW i7 provides the perfect opportunity for passengers to be entertained on their journey with Sky Arts programming.”
Lauren Bolsover, Content Lead, Wavemaker UK, said: “This a fantastic sponsorship which will offer a great opportunity to showcase the first-ever fully electric BMW, showing how both art and technology are intertwined. Sky Arts, with its premium content, was the obvious choice, and we have no doubt this sponsorship will offer many opportunities to bring BMW’s brand story to life – on and off screen.”
Sarah Jones, Director of Planning, Sky Media added: “We’re absolutely delighted to announce ‘Technology from BMW’ as the sponsor of Sky Arts, showcasing the brand’s most innovative technologies, and linking the best of music, theatre, drama and comedy to the BMW brand.”
Wavemaker was responsible for all media planning, buying and brokering the sponsorship deal with Sky Media.
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