UK: Diageo announces £2m Film4 sponsorship

23 December, 2008
Diageo Great Britain has spent £2million on television channel Film4 sponsorship.

Diageo Great Britain has spent £2million on television channel Film4 sponsorship. The 2009 deal will see key spirit brands in Diageoís portfolio sponsoring both the 7pm and 9pm films every night throughout the year.
Brands that will be featured throughout the sponsorship include Smirnoff vodka, Gordonís gin and Morganís Spiced.

This new activity is in addition to the current Guinness and Baileys sponsorship of all films from 6pm onwards on the Channel4, E4, More4 and the 11pm showing on Film4. This new sponsorship deal aims to expand the movie sponsorship reach for Diageo, and highlight spirits and mixers as the perfect drink to an evening spent relaxing at home.

Diageo GB has estimated that by increasing the number of occasions which consumers enjoy a spirit and mixer drink at home, such as with a movie, there is the potential to unlock £110million of incremental profit from the category.

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