Channel 5 has renewed its partnership with sleep tech brand Simba for its biggest ever sponsorship deal as it becomes the official sponsor of drama, evening programming and on-demand platform My5 throughout 2024.
The seven-figure partnership will see the Simba using 15, 10 and 5” idents around new and returning original dramas and popular titles such as ‘Dalgliesh’, ‘The Hardacres’, ‘Wife on Strike’ and ‘Police: Suspect No.1”.
The announcement comes around a year and a half after Simba first aired as a Channel 5 sponsor in July 2022, contributing to the brand reaching 60% of all ABC1 adults and 25-34 year olds. The 2024 renewal deal was brokered by media agency, Wake the Bear.
In addition, October of last year saw Simba co-sponsor the ICC Men’s Cricket World Cup, further cementing the relationship between the brand and the broadcaster.
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“Partnering with Channel 5 has been a game-changer for us in the advertising landscape. Its dynamic approach, coupled with a commitment to excellence and continued audience growth, has provided our brand with unprecedented exposure and success,” said Simba’s Jonathan Moore.
Paramount UK ad sales and commercial development vice president Peter Dale said the business – which owns Channel 5 – was “delighted” to continue its partnership with Simba.
“It’s a testament to the strength of being associated with Channel 5’s popular peak time shows and critically acclaimed original drama, which delivers strong audiences,” he added.
Sky Media director of client and marketing Karin Seymour added: “It’s fantastic to see the partnership between Simba and Channel 5 continue. This is Channel 5’s biggest-ever sponsorship deal and shows the faith brands have in using TV to drive ROI and brand fame”.
