HSBC UK will sponsor Channel 4’s coverage of Formula 1 from March to November.
Omnicom Media Group agency PHD planned and negotiated the deal. Channel 4 would not disclose the sponsorship amount but The Media Leader understands is worth between £1.3m and £1.6m, according to agency estimates.
HSBC UK will run idents across 23 race weekends, with the first qualifying race taking place on 4 March in Bahrain.
The majority of Channel 4’s coverage is “as live”, except the British Grand Prix which is live. Sky holds the exclusive rights for all live F1 coverage in the UK.