Bridgestone sponsors Channel Four weather

Bridgestone has signed a high profile deal to sponsor Channel Four’s (C4) weather bulletins. According to the company, Bridgestone will be communicating with around 40 million people from 24 May right up until May 2016 in an attempt to connect with a broader audience, away from more commonplace automotive sponsorships of football and motorsport.

The C4 partnership will allow Bridgestone to impart product safety messages to suit each season of the year. The adverts will run every day with each one lasting for around 10 seconds in total.

In addition to reaching a wider audience in general, it is predicted that the branding will resonate with a greater share of female viewers than more traditional sponsorship routes pursued by competitors.

Bridgestone’s consumer sales and marketing director Farrell Dolan said: “This sponsorship is an innovative and effective way of hitting a huge audience in the UK. It is an exciting concept and not only projects the brand to millions of people, but also allows us to communicate our premium products at relevant times of the year. We think this represents a refreshing, bold approach and the work is well underway to make our first impressions last with viewers, starting on May 24.”

Channel 4’s News and Weather offering has won multiple awards, including the International Emmy Award in 2013 and 2014.

According to research (Public Impact Survey), more than six in 10 people who regularly watch the bulletins say it has depth and credibility, higher than any other news outlet.