Channel 5 has secured its biggest-ever sponsorship deal after sleep-tech brand Simba renewed its 2023 deal into this year.
Simba Hybrid will be the official sponsor of drama on Channel 5, plus the broadcaster’s “evening” programming strand, as well as on-demand platform My5, throughout 2024.
The seven-figure, one-year partnership represents Channel 5’s biggest sponsorship deal yet, its owner Paramount and sales house Sky Media said.
Across 2024, Simba will run 15-, 10- and five-second idents to showcase its Hybrid mattress product around new and returning original dramas, including Dalgliesh and The Hardacres, Wife on Strike and Police: Suspect No.1.
Growing relationship
Simba first became a Channel 5 sponsor in July 2022 for six months and doubled its investment in 2023 – sponsoring My5, dramas and evening programming during the year. The deal helped Simba reach 60% of all ABC1 adults and 25– to 54-year-olds.
Paramount said this was driven by the continued success of new Channel 5 dramas such as The Inheritance and The Catch, as well as the return of The Madame Blanc Mysteries and All Creatures Great and Small.
In October, Simba also co-sponsored the broadcaster’s ICC Men’s Cricket World Cup coverage, further extending its relationship with Channel 5 and reaching a broader male audience.
The 2024 renewal was brokered by Wake the Bear, the media agency of Miroma Group.
Jonathan Moore, marketing and ecommerce director at Simba, said: “Partnering with Channel 5 has been a game-changer for us in the advertising landscape. Their dynamic approach, coupled with a commitment to excellence and continued audience growth, has provided our brand with unprecedented exposure and success.”
