The 12-month deal, worth in excess of 拢4m, follows Stella Artois' decision last December to end its high-profile, nine-year tie-up with the channels.
Helen Stevenson, Yell's chief marketing officer in the UK, said the sponsorship will be the next stage in its recently launched 'people behind the numbers' campaign.
The activity, launched in March, marked a change of direction for the directories group. It dropped actor James Nesbitt, who had appeared in its ads for the past four years, and instead looked to 'humanise' its service by featuring people who work for some of the businesses listed in its directories.
The C4 movie sponsorship idents, which are being created by Mother, will adapt the campaign's existing creative. Yell will also offer some of the businesses listed in the Yellow Pages the opportunity to appear in the spots.
The sponsorship, which will incorporate both the Yellow Pages and 118 247 brands, is one of Channel 4's biggest properties. The deal will see Yellow Pages idents air around all films showing on Channel 4, More 4 and E4 after 6pm, and all films on Film4 after 11pm.
The deal covers a range of multimedia activity, including sponsorship of Movie Rush, the broadband TV show dedicated to new cinema and DVD releases, activity on the Channel 4 WAP portal and on vodcast via Channel4.com and iTunes.
Channel 4 and Yell are also developing a bespoke promotion to target consumers watching movies via video-on-demand platforms.
The deal was negotiated by Channel 4 Sponsorship and Laurence Munday, managing partner at Drum PHD.
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