Yalumba Wines becomes channel sponsor for BBC First

South Australian wine producer Yalumba Wines has become a channel sponsor for BBC First.

The announcement:


Yalumba Wines is the new channel sponsor for premium drama channel BBC First. The sponsorship will begin on Sunday, September 22nd and will encompass epic World War II drama World on Fire which will premiere on Sunday, October 13 at 8.30pm.

From multi-award winning Peter Bowker, World On Fire is a heart-stopping, multi-stranded drama telling the story of World War Two through the lives of ordinary people from all sides of this global conflict.

Featuring a stellar ensemble cast including Academy Award winner Helen Hunt, Emmy and BAFTA-winner Sean Bean, and Academy Award nominated and Olivier Award winner Lesley Manville, the first series draws viewers gradually into the creeping horror of the outbreak of the war during its first year. It traces the intertwining fates of relatable, vividly drawn characters from Britain, Poland, France, Germany and the United States as they grapple with the effect of the war on their everyday lives.

Delivering a never-before-seen perspective on the early days of war, this emotionally gripping drama explores the human stories hidden within one of the most pivotal and seismic moments in twentieth-century history.

Yalumba will be on air in two three-month blocks either side of Christmas. BBC Studios will produce a range of assets across BBC First’s TV and social platforms including integrated billboards, partnership spots and behind-the scenes footage from the premium dramas.

Kirsty Muir, Head of Brand Partnership & Channels Advertising, BBC Studios, Australia and New Zealand said: “We’re delighted that Yalumba Wines has chosen to partner with BBC First and take advantage of the opportunity to have a range of bespoke assets created which will integrate them seamlessly into our premium brand environment.”

The partnership was created in collaboration with Yalumba’s media agency, Kaimera, with CEO Nick Behr calling it a ‘natural pairing’.

“Yalumba and BBC First share an unwavering commitment to world-class quality in everything they create. We know BBC First’s premium content attracts a discerning audience with a flair for drama which is the perfect way to describe the next generation of Yalumba drinkers. We’re really looking forward to seeing the partnership come to life.”

Sarah Lattouf, Foxtel Media’s Head of Global Partners, said: “It’s a truly perfect partnership that demonstrates the power of two premium brands coming together to deliver great content! Excited to see Yalumba on the channel for the remainder of 2019 and into 2020.”

Source: BBC 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.