Sky Broadband to sponsor Channel 4 films

Sky Broadband has agreed a deal to become the new sponsor of all primetime films across Channel 4's portfolio of channels, it has emerged.

According to media reports, Sky has agreed a 12-month, seven-figure deal that will see branding for its broadband service attached to all peaktime transmission movies on Channel 4, E4 and More4.

Brokered by the Mediacom Beyond Advertising agency, the deal will also cover all hour timeshift versions of the three channels, along with Channel 4 HD and E4 HD.

Sponsorship for Sky Broadband, which now has over 2.5 million subscribers, will further be carried on the daily, early evening film on Film4 and Film4 HD.

The sponsorship idents will be in the style of Sky's "Broadband Happily Ever After" fairytale campaign, including an initial run themed around the Little Red Riding Hood story.

Speaking about the deal, Sky group brand marketing director Robert Tansey said: "Sky Broadband provides a high quality, great value service, and we believe this sponsorship deal is the right way of helping customers get the message about what we have to offer."

Channel 4 films have previously been sponsored by Stella Artois and Renault cars.