Siemens mobile phones is to quadruple its investment with BSkyB by sponsoring premiere movie strands throughout 2001.
Billed as a multi-million-pound deal and Sky's biggest non-sport sponsorship to date, Siemens will sponsor first-run movie strands on both Sky Premier and Sky MovieMax all through next year.
Films scheduled to run in these slots include Sixth Sense, Fight Club and The Thomas Crown Affair. In addition, Siemens is to sponsor forthcoming premieres from Sky's own film studio, Sky Pictures, as well as sponsoring the broadcast of the Oscars on Sky.
Sponsorship credits have been developed by Sky Creative Services, and the sponsorship will be supported offline in Sky's customer magazine Sky View and via its digital text service Online.
The sponsorship is an extension of Siemens existing agreement to sponsor premiere first-run movies on Sky, which has been in place for the past six months.
Commenting on the deal, Sue Rowe, marketing manager for Siemens mobile phones, said: 'I am delighted with the association between Sky Movies and Siemens mobile phones.
'The research results after the second phase proved just how powerful sponsorship can be in building both awareness and a meaningful point of difference from our competitors. In the end, the decision to extend the sponsorship for a further 12 months was an easy one.'
The deal was negotiated by BSkyB sponsorship manager Lisa Christodoulou and by Andrew Cole Bulgin, managing director of specialist sponsorship agency Connexus, part of the Optimedia Village of agencies.