The brand will sponsor all episodes of E4’s US hit series, The Big Bang Theory.
Starting from the 1st of February 2018, the partnership will run for 12 months and will include sponsorship of brand new prequel series of Young Sheldon on E4.
This marks the first time the brand has invested in TV sponsorship with Channel 4 and the deal, negotiated by 4Sales’ Nations and Regions team in Manchester and Mediacom Scotland, extends to All 4 and repeat shows on E4.
To celebrate the launch of the sponsorship, Subway has created four different idents, produced by creative agency McCann London, around space and science, staying true to the themes of The Big Bang Theory.
Rupinder Downie, partnership controller of Channel 4, said, “The Big Bang Theory provides the perfect environment to showcase the Subway® brand to E4’s biggest 16-34 year old audience right across the year, with fans looking forward to the much anticipated launch of Young Sheldon."
Sacha Clark, marketing director of Subway UK & Ireland, said, “We are really excited to be working with Channel 4 as sponsors of The Big Bang Theory through 2018 and beyond. It’s a programme with a large and dedicated fan base, and with the launch of Young Sheldon it is going from strength to strength.
“Tonally the show is a great fit with the Subway® brand, with research showing that it is one of the most popular programmes among our customer base. We are confident that through this association we will drive brand affinity and deliver our key messages consistently and with impact over the next 12 months.”
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