BMW and Sky Media today announced Sky Arts’ biggest-ever sponsorship agreement showcasing the synergies between Sky Arts programming with BMW: Innovation, design, performance and sustainability driven by technology. The multi-million pound TV sponsorship deal, featuring voiceover by actor James D’Arcy, was brokered between Sky Media and media agency, Wavemaker.
Debuting tomorrow – 10th December post 6 am, the sponsorship will run across the UK’s only dedicated Arts and Culture free-to-air TV channel for 12 months.
Michelle Roberts, Marketing Director, BMW UK, said: “We’re incredibly excited to work with Sky Media to build awareness for the cutting-edge technology at the heart of the latest BMW models. Sky Arts is defined by its original and imaginative programming and there could not have been a more logical fit to showcase the innovation which is built into the BMW i7 and BMW iX. Featuring the 8K fold-down theatre screen in the rear of the vehicle, the new BMW i7 provides the perfect opportunity for passengers to be entertained on their journey with Sky Arts programming.”
Lauren Bolsover, Content Lead, Wavemaker UK, said: “This a fantastic sponsorship which will offer a great opportunity to showcase the first-ever fully electric BMW, showing how both art and technology are intertwined. Sky Arts, with its premium content, was the obvious choice, and we have no doubt this sponsorship will offer many opportunities to bring BMW’s brand story to life – on and off screen.”
Sarah Jones, Director of Planning, Sky Media added: “We’re absolutely delighted to announce ‘Technology from BMW’ as the sponsor of Sky Arts, showcasing the brand’s most innovative technologies, and linking the best of music, theatre, drama and comedy to the BMW brand.”
Wavemaker was responsible for all media planning, buying and brokering the sponsorship deal with Sky Media.