Five goes in to bat in partnership with the Telegraph Group

Five, exclusive terrestrial broadcaster of England's home Test matches and one-day internationals from 2006-2009, will open the summer alongside the Telegraph Group in a new multi-media partnership. The Telegraph Group has signed as exclusive title sponsor of Five's evening highlights programme, with up to forty-five shows scheduled across the summer in the prime 7.15pm-8.00pm slot. The deal, which will culminate in the 2009 Ashes series, spans the duration of Five's initial broadcast contract and represents the channel's biggest-ever commercial arrangement. The sponsorship package will incorporate integrated branding within the title sequence and across all Five's promotion and marketing of the show, the only terrestrial TV coverage of England's home international cricket. In fact the deal goes well beyond broadcast sponsorship. The Telegraph will deliver co-branded advertising and promotions in-paper and online, including an international fantasy cricket game, syndicated content to Five's new cricket website and other online and interactive initiatives, with both teams working in partnership on the tactical launch and other on-the-ground activity. Katie Vanneck, Marketing Director of Telegraph Group, explains: "This deal is absolutely spot on for the Telegraph Group, in terms of leveraging our 'packed with world class sporting opinion' proposition. Our cricket team is second to none. Five has some very exciting plans for marketing of the show, and we are confident that our strong association with cricket, which includes our partnership with the ECB guarantees a perfect platform for what we believe is a very exciting partnership." Five is equally enthusiastic about the partnership. Jonathan Lewis, Head of Commercial Development at Five, said: "Cricket highlights are one of the jewels in our crown and will play a big part in our continued development as a broadcaster. We are planning to invest significantly behind them, while the cross-media promotional benefits of our deal with the Telegraph offer a unique opportunity to deliver something innovative and heavyweight."   E&OE