5 has announced a partnership with JD Williams, which will see the inclusive fashion and homeware retailer become the official sponsor of the ‘Unmissable Drama’ strand on 5 across linear and streaming, in a deal negotiated by independent media agency the7stars. 

The sponsorship, which will run from March 1st through to December 31st 2026, will span 5’s drama slate, encompassing all period dramas alongside a curated collection of modern detective-led series. Titles within the sponsorship include Ellis, All Creatures Great and Small, The Hardacres, The Madame Blanc Mysteries, Play for Today, Benidorm is Murder and Christmas specials. In addition to new and returning hits, JD Williams will also sponsor a selection of back-catalogue titles on VOD, including The Good Ship Murder, Cooper & Fry, Flowers in the Attic and Witness Number 3.

Developed to evolve throughout the year, the JD Williams idents will reflect the changing seasons, drawing inspiration from JD Williams’ fashion and homeware collections.

Drachan Forster, VP of UK Sponsorships, Paramount Advertising International, commented: “Drama offers a uniquely powerful space for brands, combining emotional connection with consistent reach across broadcast and streaming. Unmissable Drama on 5 brings together stories that viewers actively seek out and make time for, creating an environment built on intention and engagement. That makes it a natural fit for JD Williams, a brand rooted in confidence, authenticity and presence.”

A JD Williams spokesperson said: “We’re delighted to be partnering with 5 as the sponsor of Unmissable Drama. At JD Williams, we champion women who embrace their own style and confidence, and this collaboration allows us to bring that spirit to an environment audiences truly connect with. The character driven stories in the shows will provide the perfect backdrop for us to celebrate individuality in every season, and we’re excited to accompany viewers throughout the year.”

Emma Deacon, Business Director at the7stars, added: “Our aim was to move beyond traditional seasonal bursts of activity and establish an enduring, always-on presence for the fashion and homeware brand. 5 offers a powerful and highly complementary environment for JD Williams, aligning the brand with premium content its audience actively chooses and values. The partnership marks JD Williams’ return to sponsorship on 5, following its earlier association with the brand’s Inspired Living strand.”

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Tags: advertising, Channel 5, paramount