Channel 4 Sales has secured car manufacturer Alfa Romeo as the brand partner for Film4’s 9pm film slot. The deal with Alfa Romeo will run for a period of 12-months, starting from April 14th.

Brokered by Starcom, the partnership enables Alfa Romeo to have a consistent presence across 365 films a year, aligning with Film4’s output. The 2024 line up of box office hits includes West Side Story, 12 Years A Slave, The Father and Once Upon a Time in Hollywood. 

Rupinder Downie, sponsorship and commercial partnerships leader of Channel 4, commented: “We’re so proud of the award-winning films that Film4 has to offer so it was only right to partner with a quality classic brand for our 9pm film. This deal allows Alfa Romeo to connect with the Film4 audience in a brand safe environment as viewers relax and unwind with a captivating film on an evening.”

Jules Tilstone, Managing Director Alfa Romeo, added: “Alfa Romeo has a long history of working with the film industry, playing leading roles in some of the most iconic movies to grace our screens, so partnering with Film4 was a natural fit. The 9pm film slot offers us the chance to showcase Alfa Romeo models, including the new electrified Tonale, to a premium audience who appreciate visceral experiences”.

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Tags: advertising, Channel 4, Film4