Fiat is to sponsor an entire evening of programmes on Five.

New Ofcom rules permitting the sponsorship of channels and radio stations have come into effect, and Five said that Fiat would be the first advertiser to use the new form of promotion.

Fiat's campaign will centre on the launch of the Fiat 500 at a celebrity event at the British Airways London Eye on January 21. Up to that point, a Fiat countdown clock will air as 10 and 20 second commercial spots every evening; on launch night itself, Fiat branding will appear on all Five programme menus and channel idents. The car will also feature in half-second ad flashes, which appear between every commercial in every break.

"I'm thrilled that Five is at the forefront of this unique style of sponsorship, and that our partner in this groundbreaking deal is the high-profile brand Fiat," said Five sales director Kelly Williams, who put the package together with Chris Locke of Starcom Mediavest Plus.

"We are delighted to agree with Five this first-ever full sponsorship package of a terrestrial television channel," said Fiat UK marketing director Elena Benardelli.