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Channel 5 has signed up its first sponsor in a pounds 1.3 million

deal with Stella Artois. The Whitbread brand is to sponsor the channel’s

nightly film package for six months from Channel 5’s launch at the end

of March.

The deal, negotiated by Andy Roberts, the TV buying director of

Whitbread’s media company, Motive, and Paul Vines, the managing director

of the sponsorship specialist, HH&S, includes front, end and bumper

credits and on-air promotions for the movies that will air each weekday

evening at 9pm.

Stella has agreed a package of spot airtime on top of the sponsorship

deal. The tie-up is likely to be exploited off-screen in joint

promotions between Stella and the channel.

Stella is said to have been one of five advertisers vying for the deal

and not the highest bidder. Nick Milligan, the sales director of Channel

5, said: ’The fit between Stella Artois and Channel 5 is perfect. Stella

recognises the film strand will be our most successful segment.’