The strand includes Around the World in 80 Trades, Deadliest Catch, Daredevils and Into the Wild. The series are targeted at 'upmarket males' and will all carry the tagline 'Adventure on 4 in partnership with Volkswagen Commercial Vehicles'.
The strategy focuses on the Caddy, Transporter and Crafter vans.
The year-long campaign is the first partnership Volkswagen Commercial Vehicles has run with C4. In January 2008, the car manufacturer signed up to sponsor the broadcaster's entire documentary output, comprising 100 hours of shows on C4 and More4.
The deal was negotiated by SponsorCom, the sponsorship division of MediaCom; RLA Group provided the creative.
Volkswagen said the sponsorship is a key part of the marketing strategy for its commercial vehicles division, and it will run in conjunction with its current radio campaign, featuring Ray Winstone.
The automotive sector has been hit hard by the recession. Historically, the third-biggest contributor to UK advertising, there has been a drop in spend across the sector. Volkswagen's billings last year were £39.2m, down from £40.5m in 2007, according to Nielsen. The company spent £4.6m on advertising in January 2009.
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