Audi to be the new sponsor of Sky Documentaries

Audi, a leader in premium electric vehicles, announces that the brand will be the new sponsor of Sky Documentaries from July.

The sponsorship, planned and brokered between Omnicom Media Group’s PHD and Sky Media, will see Audi’s electrifying e-tron idents across a range of engaging, immersive and exclusive documentary programming, including the below upcoming titles;

• The Princess (a documentary celebrating the life of Princess Diana on the 25th anniversary of her death)
• One Shot: The Football Factory (a programme focusing on footballers who dream of playing in the Premier League)
• Kingdom of Dreams (a fashion documentary which will showcase the world of fashion across three decades)

The channel is dedicated to world-class documentaries from award-winning film makers that explore a broad range of topics. The Audi sponsorship covers new and exclusive factual releases and an extensive library of documentary content with the campaign planned to go live across multiple platforms.

Tony Moore, Head of Marketing, Audi UK says: “We’re extremely excited about our new partnership with Sky Documentaries, the home for immersive quality content.

The fascinating story-telling relates closely to our own progressive range of Audi e-tron fully-electric models which are redefining the future of premium mobility. We’re looking forward to celebrating these electrifying and innovative moments through this partnership.”

Nicola Dhanjal, Business Director, PHD, said “Working on a brand as prestigious and forward-thinking as Audi is always exciting in media. Sky Documentaries is the perfect, like minded partner who will enable us to deliver a platform where Audi can showcase their innovation and quality via credible premium programming.”

Sarah Jones, Director of Planning at Sky Media, said “The Audi brand is a perfect match for Sky Documentaries’ premium, award winning shows. We’re delighted to build an even stronger relationship with Audi through this long term partnership and really excited to see the impact that it has on Audi’s business.”

Jaguar Presents: The Racers That Stopped The World – A brand new film that will premiere tonight exclusively on Sky Documentaries

This first activation as part of Jaguar’s 2-year sponsorship of Sky Documentaries tells a story about legends, told by legends.

Ahead of the 70th anniversary F1 Grand Prix at Silverstone, Jaguar as the channel sponsor of Sky Documentaries, have commissioned a film that explores a technological advancement that would go on to save millions of lives, with the addition of exclusive interviews with some true motor racing icons. With the Jaguar sponsorship of Sky Documentaries launch bedded-in, Sky Media have been working with Jaguar and the team at Sky Documentaries to explore opportunities to activate the partnership across their 2-year sponsorship. Less than 3 months into the Jaguar and Sky Documentaries sponsorship activity, we are delighted to confirm that Sky will become the exclusive broadcast partner for Jaguar’s documentary – The Racers That Stopped The World.

For passionate F1 fans, petrolheads, classic car enthusiasts, or those who are simply a fan of great factual stories we have scheduled The Racers That Stopped The World, on Sky Documentaries at 8:20pm tonight, 7th August. Following the channel premiere, the film is repeated at 12:45 on Sunday 9th August, ahead of the 70th F1 Anniversary Grand Prix this weekend. If you cannot wait that long, the 30 minute documentary is available On Demand and Sky Go.

Set against the exhilarating backdrop of the 1952 Mille Miglia, this unique documentary brings together racing legends including Stirling Moss, Norman Dewis (who would have been 100 years old this week), Jackie Stewart, Derek Bell, Martin Brundle and Murray Walker, to recount the tale of one of motoring’s greatest leaps forward. This is the story of the disc brake – and much more besides.

Our thanks to Jaguar and the production company Outrun Productions & The Milk Crate Club, for creating the film. This will be the first of many mutually beneficial partnership activations with Jaguar across the next couple of years – it’s certainly a great start…

Sky Documentaries announces Jaguar as a two-year sponsor from channel launch 

Jaguar UK and Sky Media announces the luxury vehicle company as the launch partner of Sky Documentaries, which airs for the first time today

Jaguar UK and Sky Media announce the luxury vehicle company as the launch partner of Sky Documentaries, which airs for the first time today. The channel sponsorship, complemented by the upmarket positioning of the Sky Documentaries channel, aims to drive Jaguar’s connection with a creative and mindful audience.

With a mix of feature length documentaries and series that will challenge, provoke and entertain, the channel will explore a broad range of topics from sport and real-world controversies through to biographies of some of the world’s most famous and infamous people. The Jaguar sponsorship of Sky Documentaries, will live across TV and On-Demand wherever the content is viewed.

Anthony Bradbury, Marketing Director, Jaguar Land Rover UK added: “Creativity is at the heart of the Jaguar brand and we want to engage with like-minds across the UK – our partnership with Sky Documentaries will enable us to do just that. This is a perfect opportunity for us to connect with a new audience in an exciting way to bring the Jaguar story to life.”

A series of 5, 10 and 15 second idents, created by Spark44, act as micro-documentaries that tell the story behind the story. Each one gives a mesmerising glimpse into the extraordinary processes behind the scenes at Jaguar. As the benchmark in British automotive design, Jaguar pushes the boundaries of design, engineering and testing to create extraordinary vehicles. The sponsorship line, ‘Extraordinary stories on Sky Documentaries powered by Jaguar’, promises that Jaguar takes its sponsorship role as seriously as its approach to the creation of its vehicles.

With a range of SUV and all-electric models now in its portfolio, Jaguar aims to broaden its appeal with a new audience segment, particularly women and future Jaguar drivers aged 25 to 55 through editorially driven content platforms. To do this, the two-year sponsorship will run across linear TV and VOD and will be further amplified through the AdSmart from Sky platform to hyper target relevant audiences and extend reach. The partnership will also be supported by additional media investment and amplified through various activation opportunities throughout the two-year period.

Duncan Wynn, Director of Sales at Sky Media, said, “We’re thrilled to be working with Jaguar as we add this new and exciting brand to the strong family of Sky channels. By partnering with Sky Documentaries, Jaguar will be able to connect with an upmarket audience that is keen to learn and engage with compelling and premium content.”

Emma Lockett, Agency Partner at The Story Lab, said “Jaguar’s reputation for premium vehicles makes it a perfect partner for platforms built on the kind of high quality and informative programming that Sky Documentaries offers. In fact, documentaries provide valuable ‘watercooler’ moment that gets people talking and our ambition is to use this partnership to make Jaguar an integral part of that conversation and open the brand to new audiences.”

The campaign, which was identified and negotiated by Dentsu Aegis Network agencies dentsu X and The Story Lab respectively, will launches 27th May 2020 and will run until 26th May 2022.

Sky announces the launch of Sky Documentaries, Sky Nature and Sky HISTORY.

Sky Documentaries and Sky Nature will be launching on 27th May 2020 alongside Sky HISTORY, a co-branded venture between Sky and A+E Networks previously known as HISTORY.

The new channels will include extensive on demand libraries and offer hundreds of hours of factual programming, providing an unmissable mix of premium, original commissions and acquired content.

The channels will be available to Sky customers at no extra charge through linear and on demand. They will also launch on NOW TV, available as part of the NOW TV Entertainment Pass.

Sky Documentaries will be the home of world-class, real life stories from award-winning film makers, including HBO, SHOWTIME® and Hulu exclusives and new Sky original documentaries. With a mix of feature length documentaries and series that will challenge, provoke and entertain, the channel will house 100 on demand titles. The channel will cover a wide range of topics from sport, to politics, to real-life controversies. Hillary (TX 11 June) provides a remarkably intimate portrait of public woman Hillary Clinton; McMillions (TX 27 May) tells the story of a gaming scam that lasted a decade; Ali Vs Cavett (TX 29 May) portrays the life of boxing legend Muhammad Ali through the lens of his frequent appearances on the Dick Cavett Show; Wu-Tang Clan: Of Mics and Men (TX 24 June)  looks back on the group’s career combining intimate and reflective interviews from each of the nine living members, and The Plastic Nile (TX 1 June) looks at the devastating effect of plastic pollution on the world’s longest river.

Sky Nature will be home to breath-taking natural history programming, dedicated to exploring the beauty and wonder of the natural world and inspiring us all to do more to look after it. The channel will feature landmark Sky original series Wild Animal Babies (TX 30 May) which follows Patrick Aryee and an adorable cast of baby animal characters as they face their first days, weeks and months on planet Earth. The channel will feature Sky’s existing David Attenborough collection and be the home of Love Nature programming with shows including Gangs of Lemur Island (TX 27 May), Africa’s Underwater Wonders ( TX 27 May) and Mysteries of the Mekong (TX 28 May).

Sky HISTORY tells ground-breaking stories full of colourful characters through a mix of award-winning, talent-led UK commissions, premium innovative documentaries and global hit franchise programming. Join host William Shatner and discover stories that have mystified mankind for centuries in The UnXplained (TX 9 June); explore the unique investigations into the engineering mysteries behind the world’s most breath-taking ancient monuments in Ancient Superstructures (TX 1 June). Secret Wars Uncovered (TX 19 June) reveals the facts behind battles that were shrouded in corruption and misinformation and Washington (TX 4 July), produced by renowned historian Doris Kearns Godwin and narrated by Emmy award-winning actor Jeff Daniels, chips away at the marbled image of America’s first president to seek the truth behind the legend.