Lexus and Channel 4 have struck a multi-million pound sponsorship deal that will see the luxury car brand sponsor drama programmes on the channel.
The one-year partnership - Lexus’ first UK broadcast deal - will see the luxury car brand’s ads appear next year, around series such as Danny Boyle’s comedy-drama Hostages, Russell T Davies’ Cucumber and the new series of The Good Wife.
It forms part of Lexus’ 'amazing in motion' global brand campaign, which launched earlier this year.
The activity will launch on January 1 and run throughout the year. Channel 4 has previously struck a similar deal with Nokia to sponsor drama shows including Homeland.
Lisa Fielden, manager of brand communications at Lexus, says: “The partnership enables us to associate with must see content, reaching viewers in programming that they love and are passionate about.” (Source: Marketing Week)