The British Army has been unveiled as the lead sponsor of Channel 4’s coverage of the upcoming UEFA Under-21 Championship, taking place from 11 to 28 June in Slovakia.
Set to be broadcast entirely across the broadcaster’s portfolio, British Army-sponsored idents will appear throughout at least eight live games across linear and streaming on Channel 4 and 12 group games on 4Seven, as well as social clips on Channel 4 Sports.
Brokered by the OmniGOV team at media agency MG OMD, the extensive sponsorship deal will also see the armed forces sponsor at least five clips from England games on Channel 4 Sports’ YouTube channel, featuring players’ best moments.
“By broadcasting the entire UEFA U21 tournament live for the very first time, Channel 4 has shown its commitment to showcasing incredible young sporting talent, and we’re delighted The British Army will become a part of this journey,” said Rupinder Downie, content solutions leader at Channel 4.
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“Channel 4’s free to air reach, allied to sport, is a compelling offer for brands.”
The various idents are set to feature British Army personnel on patrol, styled as tactical football analysis segments, portraying what the Army is calling its “core values” of teamwork, discipline, and strategic thinking.
Major General Joe Fossey OBE added: “We’re proud to support Channel 4’s coverage of the UEFA Under-21 Championship as part of our ongoing commitment to championing young talent.
“Just like the players on the pitch, our people are driven by purpose, teamwork, and the desire to make a difference. Through this partnership, we hope to show that wherever you come from, You Belong Here – and you can go far.”
