Sky Media and BMW have announced a new multi-million-pound sponsorship deal that will see the car manufacturer sponsor Sky Arts programming.
The channel’s ‘biggest-ever’ sponsorship agreement will showcase the ‘synergies’ between BMW and Sky Arts: ‘Innovation, design, performance and sustainability driven by technology’.
The sponsorship will roll out across the nation’s ‘only dedicated Arts and Culture free-to-air TV channel‘ for a year.
As part of the collaboration, the car brand will present its latest vehicle models -the BMW i7 and the BMW iX – in a series of Sky Arts idents, created by BMW’s advertising agency, The Marcom Engine (TME).
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“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,” BMW UK marketing director, Michelle Roberts, said.
“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.”
Sky Media director of planning, Sarah Jones, 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.”
Creative agency Wavemaker managed the media planning, buying and brokering for the sponsorship deal.
Wavemaker UK content lead, Lauren Bolsover, concluded: “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.”
