BP and Toyota have signed up as joint sponsors of Channel 4's Tokyo 2020 Paralympic Games coverage, spanning programming across Channel 4, More4 and All 4.
The deal will comprise build-up content, live coverage, highlights and entertainment across Channel 4 programmes on TV and digital, as well as social media platforms. Sponsorship branding and editorial will also appear on All 4 and the network's live-streaming site, Channel 4 Paralympics.
In the run-up to the tournament, which takes place from 25 August to 6 September, BP and Toyota will also benefit from "substantial" social activity, including exclusive behind-the-scenes access from January, Channel 4 said.
The dual sponsorship agreement was negotiated by Channel 4’s sales house, 4Sales, and BP and Toyota's media agencies, which are Mindshare and M/SIX respectively.
Toyota sponsored Channel 4's Paralympic Winter Games coverage last year, but the latest deal marks the first partnership between Channel 4 and BP, which was recently dropped as a sponsor by the Royal Shakespeare Company and the Scottish National Gallery over climate-change concerns and pressure from environmental activists.
BP has also been a major sponsor of the British Museum since 1996 but is as the sponsor of an upcoming major exhibition.
"Following the great success of the Rio Games [in 2016], we are thrilled to be building on our partnership with Toyota, whilst joining forces with BP for the first time in a major collaboration that will take coverage of the Tokyo Paralympic Games 2020 to a new level," Jonathan Allan, Channel 4's chief commercial officer, said.
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