Volvo has penned a two-year deal with Sky Atlantic HD as the channel's sponsor from 1 January 2014.
As sponsor Volvo receives creative around the channel's programming on TV, on demand and via Sky's mobile TV service, Sky Go. The deal, negotiated by media agency Mindshare, also extends to include sponsorship of dedicated online content.
"We are delighted at Volvo to have secured this exciting opportunity. Through this partnership we will be able to deliver a campaign with targeted reach and consistent frequency which will allow us to drive understanding of the Volvo brand amongst a premium, conquest audience whilst showcasing our beautifully designed cars," said Georgina Williams, Volvo Car UK head of marketing communications.
David Shore, head of business development for Sky Media, added: "We are absolutely delighted to have arranged this long-term partnership with Volvo, and look forward to working with them both on and off-screen. The values of Sky Atlantic and its premium award-winning content present the perfect platform for Volvo."
The campaign is centred on Volvo's strapline of 'Quality productions are made up of many parts,' with the creative appearing alongside Sky Atlantic's biggest shows from the US including Game of Thrones, Boardwalk Empire and The Following.