Mazda takes sponsorship deal with Foxtel’s Showcase

MCN has secured Mazda as exclusive partner for the Foxtel Showcase channel across all platforms.

The announcement

MCN announces Mazda as exclusive partner for showcase
Mazda snaps up one of the largest and most high profile partnerships on Foxtel

Multi Channel Network (MCN) in collaboration with OMD and CHE, has secured Mazda as the new official partner for Foxtel’s showcase channel across broadcast, digital, Foxtel on Demand on IQ, Foxtel app, Foxtel Now and social platforms.

In what is one of Foxtel’s largest and most premium cross platform partnerships this year to date, it includes sponsorship alignment and integration within both the channel and its program assets for hit HBO drama series and Foxtel’s local productions.

MCN Melbourne Sales Director, Melina Augoustakis, said the partnership was a ground-breaking opportunity for Mazda as it provided the auto-retailer with the ultimate advertiser combination – highly engaged Australian viewers and premium content all delivered across multiple screens.

“Brands today are looking for meaningful ways to partner with high-quality content and the showcase channel is a powerhouse for the most engaging and compelling scripted television from the world’s leading content distributors,” she said.

“Marry this with Foxtel’s high value consumers and innovative integration formats, and you have a unique partnership that not only delivers value, but true business outcomes. As such, we are thrilled to have Mazda on board as the key auto partner of showcase in 2018 and look forward to working with them throughout the year to bring this exciting partnership to life.”

Mazda Australia Director of Marketing, Alastair Doak, said: “This partnership allows us to demonstrate the breadth of our SUV offering, which is set to grow with the launch of the Brand-New Mazda CX-8 Diesel later in the year. Australians’ love for SUVs continues to grow and aligning with premium showcase content is a great way to engage with them.”

OMD Australia Managing Partner, Sharon Cookson, said: “The competitiveness of the auto category means it’s harder than ever to stand-out from the crowd. The showcase partnership allows us to access quality, first-run HBO content, which inherently has a ‘lean-in’ aspect to it. This association seamlessly aligns with Mazda’s media strategy and allows us to reach engaged consumers across multiple touchpoints.”

Foxtel Head of Sales and Sponsorships, Andrew Mulready, said: “Both on a Streaming and Live viewing basis, showcase remains Foxtel’s premium drama destination – incorporating the strongest line up of acclaimed Premium Drama from around the globe, as well as our marquee local commissions. We are enormously excited to announce showcase’s Premium Auto Partnership with Mazda, as together we present what is, by any measure, the World’s finest collection of premium drama and storytelling.”

Showcase is the only place Australian viewers can watch any new HBO drama series first, including the global phenomenon Game of Thrones, as well as other returning premium dramas such as Westworld, Legion and Fear the Walking Dead. Plus, original Australian programs like Wentworth, A Place To Call Home and Picnic at Hanging Rock.

From an MCN media release


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.