Sky Broadband, part of BSkyB, has signed a 12 month deal to sponsor film programming on the Channel 4 network.
The deal will include the sponsorship of peak-time transmission of films across Channel 4 , E4 and More 4, as well as the screenings on the corresponding 'plus one' and high definition channels. It will also extend to daily early evening films on Film4 and Film4 HD.
The deal, brokered by MediaCom, will be promoted through Sky's 'Broadband Happily Ever' marketing campaign.
In June, Sky appointed ad agency Engine to handle the advertising for its broadband service.
Robert Tansey, group brand marketing director at BSkyB, said this sponsorship deal was the right way to help customers understand and experience their services better.
Sky Broadband now has over 2.5 million customers, most of whom subscribe to all three Sky services - Sky TV, Sky Broadband and Sky Talk.