Channel 4 Sales has secured premium car manufacturer Alfa Romeo as the brand partner for Film4’s 9pm film slot.
Underlining its credentials for matching brands with the optimum parts of its schedule, Channel 4 Sales is working with Alfa Romeo for a period of 12-months, starting from 14 April.
Brokered by Starcom, the partnership enables Alfa Romeo to have a consistent presence across 365 films a year, aligning with Film4’s premium output. The 2024 line up of box office hits includes West Side Story, 12 Years A Slave, The Father and Once Upon a Time in Hollywood.
Rupinder Downie, sponsorship and commercial partnerships leader, Channel 4 said: “We’re so proud of the award-winning films that Film4 has to offer so it was only right to partner with a quality classic brand for our 9pm film. This deal allows Alfa Romeo to connect with the Film4 audience in a brand safe environment as viewers relax and unwind with a captivating film on an evening.”
Jules Tilstone, Managing Director Alfa Romeo, commented: “Alfa Romeo has a long history of working with the film industry, playing leading roles in some of the most iconic movies to grace our screens, so partnering with Film4 was a natural fit. The 9pm film slot offers us the chance to showcase Alfa Romeo models, including the new electrified Tonale, to a premium audience who appreciate visceral experiences”.
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About Channel 4
Channel 4 exists to create change through entertainment. Publicly owned yet commercially funded, Channel 4 generates significant and sustainable cultural, economic and social impact across the UK – at no cost to the taxpayer.
The broadcaster’s distinctive remit is set by Parliament, and it has a role to represent unheard voices, challenge with purpose and reinvent entertainment. For over 40 years, it has been a British success story, engaging generation after generation of young people.
Through a unique publisher-broadcaster model, Channel 4 commissions its content from the UK independent production sector. Working with around 300 creative companies every year, Channel 4 makes a major contribution to the local, regional and national economy, creating and supporting thousands of jobs and businesses across the country
In 2020, Channel 4 launched its Future4 strategy to become a digital-first public service media company and to continue to deliver significant impact for UK audiences and investment into the UK creative economy.
Across its bases in London, Leeds, Manchester, Bristol and Glasgow, Channel 4 is turbocharging its efforts to find, nurture and develop talent across the UK. Through its training and development initiative 4Skills, Channel 4 is opening up opportunities in broadcasting, with a particular focus on disadvantaged young people, and addressing skills gaps across the Nations and Regions.
Channel 4 has the UK’s biggest free streaming service plus 11 television channels including: Channel 4, E4, E4 Extra, More4, Film4, 4Seven and The Box Plus Network. Through Film4 Productions, Channel 4 also invests in British filmmakers to huge critical acclaim, producing 37 Oscar wins and 88 BAFTA wins in its history.
About Alfa Romeo
Since its founding in Milan, Italy, in 1910, Alfa Romeo has designed and crafted some of the most stylish and exclusive cars in automotive history. Moved by timeless noble sportiness since 1910, the tradition lives on today as Alfa Romeo continues to embody a unique and daring attitude able to deliver visceral experiences with its worldwide recognisable and timeless design.
In every Alfa Romeo, technology and passion converge to produce a true work of art - every detail essential, every design the perfect harmony between beauty and purpose, engineering and emotion. Fully reviving the Alfa Romeo spirit and maximising its global appeal is the priority for STELLANTIS. Following a clear and well-defined path to electrification, Alfa Romeo is writing a new chapter, re-inventing sportiness for the 21st century after more than a century-long history. Today, Alfa Romeo is a true showcase of the group's best resources, talent and technological know-how.
About Starcom
Starcom is a communications planning, buying and performance media agency leader whose aim is to Move People and Move Business. Their intelligence-driven model fuses media, creativity, technology and data to drive faster growth for clients. With more than 5,000 employees worldwide, Starcom partners with the world's leading marketers and new establishment brands, including Aldi, Ancestry, AB InBev, Stellantis, KP Snacks, Procter & Gamble, PUIG, Samsung, Visa and more. Starcom is part of Publicis Media’s market-leading media agencies that sit within Publicis Groupe [Euronext Paris FR0000130577, CAC40].
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