National Geographic Channel revs up its sponsorship with biggest ever deal
31 January, 2014
Jeep Grand Cherokee to sponsor prime time content for a year
— National Geographic Channel today announced it has signed a sponsorship agreement with Jeep Grand Cherokee alongside its prime time programming in the UK. The seven figure deal is the biggest in the history of National Geographic Channel and was created and negotiated by Sky Media and Maxus Partnerships.
The sponsorship starts on 1st February and will run for one year. Every day National Geographic Channel’s prime time programming will be introduced by Jeep’s impactful sponsorship idents – drawing a close association between these two iconic brands. There will be over 1,300 sponsorship idents shown over the year totalling 78,000 seconds of Grand Cherokee branding which will reach 2.7 million upscale men.
As part of the sponsorship deal, Maxus Partnerships has created a programme of activities including short form content, a pop-up dealership in London’s National Geographic store, a second-screen app and a competition mechanic to support the campaign.
National Geographic Channel’s award-winning creative team will be producing a series of documentary-style content pieces, bringing to life the unique aspects of the Grand Cherokee. National Geographic presenter Tim Shaw (Car SOS
, None of the Above
), who is a keen motor enthusiast himself, will act as spokesperson for this amazing model. These spots will run across the Sky Media portfolio reaching 6.4 million upmarket men in the UK.
The deal was brokered by Laura Wade, head of Maxus Partnerships, Wesleigh Lewis at Sky Media and Sophie Lintott at National Geographic Channel.
Damien Dally, head of brand – Jeep, Fiat Group UK, said: “The Grand Cherokee target audience are inherent adventure seekers, and this partnership with National Geographic allows us to align with exciting programming as well as create bespoke content that resonates with them.”
Sophie Lintott, Brand Partnerships, FOX One Stop Media, said: “We are delighted to have Jeep Grand Cherokee on board as sponsors of National Geographic Channel. We feel it’s an excellent brand fit, with both companies being closely associated with innovation and quality – brands that you can trust.”
Laura Wade, head of Maxus Partnerships, said: “To have brokered the biggest sponsorship agreement in the history of the channel is a great achievement for Maxus Partnerships. This is a genuine collaboration with multiple activation points throughout the year.”
About National Geographic Channels International
National Geographic Channels International (NGCI) inspires viewers through its smart, innovative programming that questions what we know, how we view the world and what drives us forward. A business enterprise owned by National Geographic Ventures and FOX Entertainment Group, NGCI contributes to the National Geographic Society's commitment to exploration, conservation and education through its six channels: National Geographic Channel, National Geographic Channel HD, Nat Geo Wild, Nat Geo Wild HD, Nat Geo People and Nat Geo Mundo.
Globally, National Geographic Channel (including NGC U.S., which is a joint venture of NGV and Fox Cable Networks Group) is available in more than 440 million homes in 171 countries and 45 languages.
For more information, please visit www.natgeotv.com/uk
About Maxus UK
Maxus UK was founded in 2008 with just 30 employees, and today has over 250 staff. It is now a top ten (#8) UK agency (Campaign School Reports 2012), billing upwards of £400 million.
Maxus UK clients include BT, Barclays, L’Oreal, Fiat Group and Associated British Foods.
Maxus UK is part of the Maxus Global network which employs over 2,000 people across 55 countries in 70 agencies worldwide and works for some of the world’s most well-known advertisers. It was named Campaign’s Global Media Network of the Year 2011, Ad Week's US Agency of the Year 2011, and one of Ad Age's ‘Agencies to Watch’ for 2012. For more information, visit www.maxusglobal.com
Maxus Global is part of GroupM, the world’s largest media investment management group that serves as the parent company for all of WPP’s media agencies, and which buys over one third of the world’s media every day. The newest of GroupM’s agencies, Maxus Global is the only agency born in the digital age and the fastest growing global media network for the last four years (source = Recma).