Butchers and 5 Get Tails Wagging with New Co-Branded Partnership.

Butcher’s Nourishing Food for Dogs and 5 are ‘celebrating life with our four-legged friends’ in an exciting new canine collaboration. Aimed at driving awareness and consideration for Butcher’s Nourishing Food for Dogs, the partnership launches across a range of relevant 5 programming from April 15th 2025 through to the end of June.

Specially created idents will feature a variety of furry friends interacting with the 5 logo, flowing seamlessly into Butcher’s 30-second TV creative.

The campaign kicks off with placements around Springtime on the Farm, which won Factual Show of the Year at this year’s TV Choice Awards. Each ident will celebrate different genre strands on 5 including UK travel, outdoor life, and animals.

To extend the experience, Butcher’s will publish walking guides on its website, inspired by 5 programming. These guides will feature routes inspired by 5 talent and shows, such as a walk across Grassington, where the hugely popular drama All Creatures Great and Small is filmed.

Natasha Bryant, Senior Brand Manager for Butcher’s, said: “This is an exciting campaign, rich in innovation and an excellent way to bring owners into the Butcher’s world. Through a valuable and entertaining campaign experience, we’re proud to showcase our range of foods that support a healthy diet—helping owners prioritise their dog’s wellbeing, day in and day out.”

In addition to the TV campaign, an exclusive competition will see one lucky owner win the chance for their dog to feature in a walk-on part in a future 5 drama.

Liz Sloan, Head of Planning at Notorious, commented: “Our media plans for Butcher’s have always focused on showcasing our belief in the power of dogs to a nation of dog lovers. 5 has collaborated brilliantly across all teams to deliver this special partnership—with a celebration of dogs right at its heart.”

Scott Taylor, Group Account Director, Paramount Ad Sales International: “This creative partnership with Butcher’s is a great example of how brands can connect with 5’s loyal viewers through much-loved relevant shows and talent to reach audiences across platforms at scale.”

Olivia Whalley, Senior Account Manager at Recipe, said: “This has been a fantastic collaboration, blending creativity with the charm of furry friends to bring Butcher’s message to life. Through our specially designed idents, we’ve been able to seamlessly integrate fun and engaging visuals with 5’s programming. We’re proud to have played a part in delivering a campaign that not only captures attention but also strengthens the bond between dog owners, the Butcher’s brand and 5.”

Pentland Brands Partners with Sky Media for Landmark TNT Sports Channel Sponsorship.

Six of Pentland’s iconic sports, outdoor and lifestyle brands make their collective TV and multi-platform sponsorship debut.

Pentland Brands has secured a major deal to become the first-ever official channel sponsor of TNT Sports, marking a bold new chapter for its portfolio of iconic brands.

Starting today, this exciting collaboration will showcase six of Pentland’s leading brands – Berghaus, Canterbury, Ellesse, Endura, Mitre, and Speedo – through a high-impact activation spanning TV, on-demand, and social media. The campaign debuts alongside the Nottingham Forest v Manchester United Premier League match and will extend across a wide range of TNT Sports’ premium sports content.

Developed in collaboration with Sky Media, Warner Bros. Discovery and EssenceMediacom North, the campaign brings Pentland’s brands to life through engaging ‘fandents,’ short fan-fuelled idents capturing the passion of sports fans. Complementing this, a 20-second TV ad will run during prime sports programming, while high-impact social media posts across Warner Bros. Discovery’s channels will feature iconic highlights and archive moments, maximising brand visibility.

The sponsorship creative features TNT Sports fans immersed in live sporting action, with tailored straplines aligning each brand to its sporting passion: Mitre with football, Canterbury with rugby, Ellesse with tennis, Endura with cycling, Speedo with swimming and Berghaus with hiking.
The three-month deal will see Pentland’s brands featured across the entire TNT Sports portfolio, including TNT1, TNT2, TNT3, TNT4, and TNTU. This marks the first time these iconic brands have been part of a channel sponsorship and represents a strategic investment by Pentland to drive spontaneous brand awareness and audience engagement. In the last 12 months, TNT Sports reached 46 million people, making it the ideal home for Pentland’s brands.

Penny Herriman, Chief Marketing Officer at Pentland Brands, commented: “We’re incredibly excited to be the first business to sponsor TNT Sports. Our pioneering brands have a rich legacy in the world of sports and strive to see people move more. This partnership places our brands across premium, exclusive content that resonates with an engaged, relevant audience of sports fans and consumers. It will drive visibility and connect with them where consideration is high and has impact. This is the first deal of its kind for Pentland Brands, and I look forward to working in partnership with TNT to power our brands and drive fandom.”

Karin Seymour, Director of Client and Marketing at Sky Media, added: “Sport is at the heart of UK culture and nothing engages or gets us talking quite like the teams and athletes we passionately follow. By harnessing this partnership across their entire portfolio, Pentlands will create meaningful connections between fans and their brands through must-watch, talked-about content.”

Jenny O’Sullivan, Client Partner at EssenceMediacom North added: “EssenceMediacom North is proud to build on our longstanding partnership with Pentland following on from the successful ICONS campaign featuring Liam Gallagher, now launching their first official sponsorship with TNT Sports, spotlighting six of their iconic brands. This dynamic collaboration will feature captivating idents, impactful linear spots and accompanied by engaging social media activity. It’s an exciting milestone for Pentland as they continue to innovate and connect with their audience through fresh, multi-platform strategies.”

Katie Coteman, GVP, Head of Advertising and Partnerships at Warner Bros. Discovery, UK & Ireland, said: “We’re delighted to partner with Sky Media and EssenceMediacom to welcome Pentland as the official channel sponsor of TNT Sports. TNT Sports promise is to do right by the fans, offering the greatest variety of world-class sport anywhere while telling the stories of the world’s greatest athletes and competitions. This sponsorship strategically connects each of Pentland brands with its sporting passion, from football to rugby, tennis to cycling, swimming to hiking… Each of Pentland brands is seamlessly interweaved into our unmissable moments on TNT Sports.“

Sky Sports announces Major Partnership with Callaway Golf for 2025.

A Major Partnership is born. Bringing together two iconic brands from the world of golf, Callaway become the Official Partner across Men’s and Women’s events, including all the Majors.

Sky Sports announces an exciting new partnership with Callaway Golf, bringing together two iconic brands from the world of golf. The collaboration sees Callaway become the official sponsor of key events across both the men’s and women’s golfing calendar on Sky Sports Golf. The multi-platform partnership brokered by Sky Media will include linear co-sponsorship, digital advertising, Sponsorship of the Sky Sports Golf podcast, collaborative events around key moments in the golfing calendar, plus many more partnership and editorial opportunities.

Callaway will co-sponsor a number of landmark events on the golfing calendar, including The Masters, the PGA Championship, the U.S. Open, and the LET & LPGA Tours. The sponsorship extends to all major Women’s Majors (excluding the AIG Women’s Open), reinforcing the shared commitment to promoting golf’s premier events across both the men’s and women’s season.

In addition to co-sponsorship of these globally recognised tournaments, the partnership also encompasses the sponsorship of The Open’s non-live content, with the ambition to further amplify the reach of the iconic championship for new and existing fans. Sky Sports Golf’s popular weekly podcast, this year hosted by Jamie Weir, is sponsored by Callaway, providing fans with a deeper dive into the world of golf, from tournament and equipment insights to exclusive interviews with top players and industry experts.

Jason Wessely, Director of Sky Sports Golf says: “Sky Sports is very proud to be joined by Callaway, a leader in the golfing equipment industry, and a brand who are aligned with Sky Sports’ ambition to be the best partner to golf and enhance the viewing and playing experience for fans across the UK and beyond. It’s an exciting time as Sky continues to innovate and push our digital and non-live content, and Callaway is a natural fit to partner with us to do so.”

Chris Gregg, Marketing Director, Callaway Golf said: “Sky Sports is a leader in golf coverage and this partnership allows us to bring golfers closer to the action during Major golf events, while championing equal golf. With exclusive content and insider access our partnership will elevate how new and traditional fans experience golf, aligning perfectly with our mission to make golf more fun for all golfers. We have exciting plans in place to engage fans and look forward to bringing this partnership to life!”

This collaboration marks a new chapter and exciting relationship for Sky and Callaway, and fans can expect to see both brands come together via content, activations, giveaways and fan engagement, focusing on growing audiences and inspiring the next generation of the men’s and women’s game.

Audi takes pole position with 3-year Sky Sports F1 deal

Audi has signed a three-year deal to become the official sponsor of Sky Sports F1. The full channel sponsorship will cover a wide range of programming, including every practice, qualifying and race, as well as documentaries, analysis and features.

The multi-platform partnership begins on February 18th, aligning with the F1 75 Live showcase where for the first time ever, all 10 teams come together to unveil their 2025 liveries. Testing for the season begins in Bahrain on February 26th with the first race weekend in Australia starting 14th March. Planned and brokered by Sky Media and Omnicom Media Group’s PHD, this new partnership encompasses all areas of the Sky Media ecosystem. It includes sponsorship across broadcast, Sky Sports digital platforms, with extension via Sky Advance, as well as coverage via Sky Sports social channels and the Sky Sports F1 podcast.

The 2024 season broke viewing records for Sky Sports, as close battles up and down the grid created an unpredictable and thrilling experience for fans. The British Grand Prix became the most-watched British GP ever. Additionally, video views across the YouTube channel, website, and app significantly increased.

Tony Moore, Head of Marketing at Audi UK, said: “Innovative engineering has always been an Audi trademark, especially embodied in our range of performance cars. We’re excited to launch our partnership with Sky Sports Formula 1, the perfect platform through which to celebrate Vorsprung durch Technik”

Karin Seymour, Director of Client & Marketing at Sky Media, added: “Our partnership with Audi is truly multi-faceted. F1 has become one of the fastest-growing sports, with an increasingly diverse and engaged fan base driving record TV viewership and online engagement. As partners to Sky Sports F1, we’re helping Audi connect with this new wave of fans and be at the heart of the conversation.”

Tom Rovery, Partnerships Business Director at PHD, commented: “We are delighted to have extended Audi’s relationship with Sky Sports, in addition to our award-winning Innovation partnership. I’m confident that Audi & Sky Sports F1 will be a potent partnership of performance for years to come”

Sky Sports is the home of F1 in the UK and Ireland until 2029, and is the only place to watch every practice, qualifying session, and race, offering the best live coverage and expert analysis for both existing and new fans. The 2025 Formula 1 World Championship battle kicks off in Melbourne, Australia, from March 14-16th.

St. James’s Place partners with Sky Arts for its first TV sponsorship

St. James’s Place (SJP), the UK’s leading financial advice company, announces its first-ever TV sponsorship on Sky Arts. The creative will aim to drive brand awareness for St. James’s Place and bring invaluable advice to life for its viewers.

SJP’s sponsorship, facilitated by Sky Media and Mindshare UK, targets a diverse audience, directly comparable to those watching the wide-reaching free-to-air channel. With the campaign launching on the Easter weekend, from 1^st of April 2024, audiences will see the ident creatives play out across Sky Arts with 15” intros and 5” centre breaks.

Coupled with a relevant audience fit, the partnership between St. James’s Place and Sky Arts stems from the brands’ synergies. Both companies share a purpose: making their respective services – financial advice and world-class content – more accessible and relevant to more people.

The creative, which was created and produced by Recipe, shares the financial brand’s promise to consumers of offering “Invaluable Advice” throughout life’s journey. Blending the power of this “Invaluable Advice”, each of the idents features individuals with a passion and authentic expertise for the artistic discipline they are portraying, across photography, dance, portraiture, landscape painting, fashion design and music. The objective is to showcase a moment of advice shared between student and mentor, primarily but not exclusively, sourced from Trinity Laban conservatoire of music and dance.

The SJP sponsorship is part of a wider brand campaign, which launched on 16 March 2024 and will run with multi-channel activity across TV, BVOD, Radio, OOH, Social and Digital platforms (including Sky Media’s AdVance).

Karin Seymour, Director of Client & Marketing at Sky Media, commented: “TV is the perfect media platform for building trust at scale and Sky Arts is the perfect creative platform for St James’s Place to share its brand story and expertise with a diverse audience that has a myriad of interests. We look forward to building a long-lasting relationship with the brand and developing additional activation opportunities that are aligned with our shared purpose to secure the future – financial futures and the future of the arts.”

Liz Kelly, Chief Corporate Affairs Officer at St. James’s Place, says: “We are delighted to join forces with Sky Arts. Sky Arts varied programming reaches a wide and diverse audience, making different disciplines of the arts accessible and valued in all walks of life.  We believe financial advice should be valued and accessible in the same way. In this new partnership with Sky Arts, we aim to showcase confidence gained by one-to-one advice throughout life’s journey.”

Ross Minton, Head of Invention and Partner at Mindshare UK, added: “In today’s diverse media landscape, it’s essential for brands to make meaningful connections with their audiences. This sponsorship not only aligns perfectly with the values of both organisations but also allows St. James’s Place to reach a wide and varied audience. We’re excited to see how this collaboration will elevate the brand’s visibility and reinforce its commitment to providing invaluable financial advice.”

The drama continues as Simba’s 2024 sponsorship becomes
Channel 5’s biggest ever deal

Sky Media and Paramount UK have announced that Simba Hybrid will be the official sponsor of drama on Channel 5, plus the broadcaster’s ‘Evening’ programming strand, as well as on demand platform My5 throughout 2024.

The seven figure, one-year partnership represents Channel 5’s biggest ever sponsorship and sees the British sleep tech brand renew its successful 2023 sponsorship campaign.

Across 2024, Simba’s 15, 10 and 5” idents will showcase the brand’s Hybrid Mattress and feature around new and returning original dramas and popular titles including Dalgliesh and The Hardacres, Wife on Strike and Police: Suspect No.1.
Simba first aired as a Channel 5 sponsor in July 2022 for 6 months and doubled its investment in 2023 – sponsoring My5, Dramas on Channel 5 and Evenings on C5 across the year, which helped the brand reach 60% of all ABC1 Adults and 25-54 year olds.

This was driven by the continued success of new Channel 5 dramas such as The Inheritance and The Catch as well as the return of The Madame Blanc Mysteries and much-loved All Creatures Great and Small. Portillo’s Andalucia, Susan Calman’s Grand Day Out and Police Interceptors also drew viewers to Channel 5’s evening schedule of programming.

In October, Simba co-sponsored the broadcaster’s ICC Men’s Cricket World Cup coverage, further extending their relationship with Channel 5 and reaching a broader male audience. The 2024 renewal deal was brokered by media agency, Wake the Bear.
Channel 5 is the only commercial PSB channel to have grown its total share of audience across peak time so far this year.

Jonathan Moore at Simba said “Partnering with Channel 5 has been a game-changer for us in the advertising landscape. Their dynamic approach, coupled with a commitment to excellence and continued audience growth, has provided our brand with unprecedented exposure and success.”

Peter Dale, VP, UK Ad Sales & Commercial Development, Paramount has said “We’re delighted to continue our partnership with Simba into 2024. It’s testament to the strength of being associated with Channel 5’s popular peak time shows and critically acclaimed original drama, which delivers strong audiences on both Channel 5 and My5.”

Karin Seymour, Director of Client and Marketing at Sky Media said: “It’s fantastic to see the partnership between Simba and Channel 5 continue. This is Channel 5’s biggest ever sponsorship deal and shows the faith brands have in using TV to drive ROI and brand fame.”

Prestige Flowers renews sponsorship with Channel 5 in seven-figure deal

Sky Media announces that Prestige Flowers has renewed its sponsorship of Channel 5, following the success of its 2022 campaign. The seven-figure deal includes a 12-month sponsorship of Extraordinary Stories, running from April 2023 to April 2024, and a two-month sponsorship of Christmas Movies, running from November to December 2023.

Since Prestige Flowers first aired as a Channel 5 sponsor in July 2022, the brand has reached 61% of all adults in the UK (31.5 million). Popular programming that helped achieve this reach included 22 Kids and Counting, Inside the Tower of London, and Secrets of the Royal Palaces.

The renewal deal was brokered by media agency, Recipe; the same creative minds behind the 10” sponsorship idents which will run across linear and VOD. These idents showcase the range of human emotions which are evoked when receiving the gift of flowers.

The renewal of this sponsorship will cement Prestige Flowers’ affiliation with the astonishing people and emotional backstories at the centre of Channel 5’s Extraordinary Stories content. It will also align the joyous sentiment of sending flowers with the uplifting festive films throughout the Christmas Movies portion of the campaign.

Philip Crowther Business Director of Prestige Flowers has said “We are delighted to have extended our Extraordinary Stories deal with Channel 5 that is ‘Delivering Unexpected Moments. This 7-figure 1 year extension of the hugely successful Channel 5 campaign for Extraordinary Stories, developed in collaboration with Recipe, will continue to the build the mass coverage we need and showcase the emotional impact of sending and receiving flowers beyond the bouquets themselves. Our continued partnership with Channel 5 is a significant milestone for us, and we’re excited to bring unexpected moments of joy to a wider audience.”

Peter Dale, VP Adsales & Commercial Development, Paramount UK has said “We’re thrilled to renew our partnership with Prestige Flowers across Channel 5 throughout 2023 and beyond. Their continued support demonstrates our shared commitment of celebrating significant moments in everyday lives, that resonate with our audience”.

Sky Media announces a purrfect partnership between Channel 5 and ManyPets

The channel’s longest-ever partnership will see ManyPets’ campaign air throughout 2023 and into 2024

Today, pet insurance provider, ManyPets, will be sponsoring the Channel 5 genre strand known as Animal Tales, for over a year, starting from 14th April 2023. The sponsorship, brokered by The Specialist Works, will help bring to air a range of premium animal content across Channel 5, 5 Select and My5, including The Yorkshire Vet and new program, The Pet Psychic, premiering later this year.

Owned by Paramount, Channel 5’s Animal Tales is the home to an abundance of quality animal-themed programming. These feel-good shows are ‘paw’fectly placed on Channel 5, with 52% of viewers who identify Channel 5 as their preferred channel, also owning a pet.

Sarah Jones, Director of Planning at Sky Media said: “A whopping portion of Channel 5 viewers have a pet so we know that ManyPets’ sponsorship will reach a devoted, animal-loving audience. Returning family favourites like The Yorkshire Vet and exciting new premieres like The Pet Psychic offers the perfect context for the brand’s message.”

Pete Dale, VP UK Adsales and Commercial Partnerships at Paramount said: “We’re delighted to partner with ManyPets to celebrate all our amazing Animal content across Channel 5. We know how passionate our viewers are when it comes to their pets and love of animals, so having ManyPets on board as a sponsor is a perfect match.”

Hélène Vincent, Head of UK Marketing at ManyPets said: “We love to connect with passionate animal lovers like us and to let them know we are there for them through both the best times, and when things may go wrong. That’s why Channel 5’s animal programming is such a great fit for ManyPets to sponsor. Shows like The Yorkshire Vet, Dogs Behaving (Very) Badly, The Pet Psychic and more, give our audience a sense of belonging – they draw out the different emotions that come with being a pet parent and we want to show that we’re with them on the journey, every step of the way.”

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.

CENTER PARCS RENEWS SKY CINEMA PARTNERSHIP WITH A FIVE-MONTH SPONSORSHIP ACROSS FAMILY-FRIENDLY FILM CHANNELS

Family short break provider Center Parcs has today renewed its partnership with Sky Media for a five-month sponsorship of its family-focused movie channels: Sky Cinema Family, Sky Cinema Animation, as well as for family films on Sky Showcase and Sky Max.

The partnership encompasses linear, VOD and online. The deal was brokered by media agency Hearts & Science and is designed to drive brand awareness for Center Parcs ahead of the 2023 peak holiday booking season.

Sponsorship idents for Center Parcs will run across all four Sky channels for films certified 12 and under, which will include hits such as Sonic 2, Peter Rabbit 2 and Sing 2. Over the duration of the campaign, the Center Parcs brand will reach 2.3m viewers.

The partnership will be amplified across @SkyTV and @SkyCinema social channels including YouTube, Instagram and Facebook, guaranteeing a further 1.8 million views. Brand tagging allows users to click through to Center Parcs’ website, and Sky will offer bespoke integration for social posts about the relevant films to engage parents.

Colin Whaley, Sales and Marketing Director at Center Parcs, says: “We know that families like to come together and watch films in the run up to Christmas, so this sponsorship is a great opportunity to remind them of the family time Center Parcs offers. We’re really excited to showcase Center Parcs to even more families through new creative and engaging formats.”

Garrett O’Reilly, CEO at Hearts & Science, adds: “While family time is increasingly spent across different screens, there’s still nothing better than a big Christmas movie to bring us all together on the sofa. Sky’s family-friendly movie channels are highly targeted so there’s no better streaming option for the Center Parcs brand.”