Audi will be the launch partner for the BBC's new premium British drama channel BBC First, which goes to air on Foxtel on Sunday.
Audi has signed a six-month partnership deal with BBC First, which will go to air with a mammoth 10-episode marathon of The Musketeers from 9.30am on Sunday.
The sponsorship deal, secured by MCN and MediaCom, will extend well beyond spots, with Audi lined up to create mid-form content for the channel.
Announcing the deal at the ADMA Global Forum in Sydney this afternoon, Alistair McEwan, VP Australia and New Zealand at BBC Advertising, said: "Audi understands the premium brand and the need to nurture that relationship. Both brands, BBC First and Audi, share similar values - the joy of the challenge and the pursuit of perfection."
He added: "The partnership with Audi extends beyond the spots. It's about a shared identity and shared vision. Of course we will be bringing Audi spots to our audiences, but it's about taking the Audi brand online and through our social platforms as well. Audi will be presenting a premium collection of drama across [catch-up platform] Foxtel Go."
BBC First, which will show programs uninterrupted by advertising, is launching in Australia before any other market around the world.
"It's a channel that we want to be a disruptive game-changer in the way that advertisers tell their brand stories," said McEwan. "Audi will create mid-form content to run through BBC First. Most sponsorships these days are around a single event. Audi's sponsorship goes well beyond that. It's a true brand partnership and a commitment to the channel. I am thrilled that Audi is taking this on."
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