The British online casino company 32Red signs a 12-month deal with Film4 to sponsor it’s Late Night Film series in a reported six figure deal.
Online gambling outfit 32Red are no strangers to the opportunities that savvy sponsorship ties provide, and they continue to prod and poke with an innovative deal that sees them joining forces with the digital offspring of the UK’s Channel Four Television Corporation: Film4.
“We are thrilled to sponsor the Late Night Film on Film4. It was an obvious choice for us. It is the first of many major TV sponsorships for our flagship brand, 32Red Online Casino. We are confident that the association with such a strong brand will hugely increase the awareness of 32Red in the UK.” Stated Mark Quayle, 32Red’s head of marketing, in a press release.
The deal will see 32Red use animated idents during the showing of the film channels Late Night Films that are hosted at 11pm and 1am each day. It’s believed that they will be designed to pay homage to the Academy Award winning filmmaker Saul Bass.
Channel 4’s partnership leader Rob Ramsey stated: “We are delighted to welcome 32Red on board as a sponsor of Channel 4. The ‘Late Night Film’ is very popular with our audience and we believe this partnership will be a great success.”
The show attracts 12m viewers each week, hence the reason 32Red have reportedly laid out a juicy six figure sum for the right to have their imagery plastered over the Channel 4 screens.
32Red also sponsor Serie A side Bologna FC, and were the sponsors for Swansea City when they won the Capital One Cup back in 2012. In the first half of the year total revenue was up 15% to £19m. Not too bad following on from record 2012 profits that saw them grow for the third consecutive year earning £32.1m.