Bose sees the value in Channel 4's F1 deal with Sky as it renews sponsorship for 2019

Bose still clearly sees the value of its sponsorship deal with Channel 4 / Bose

Bose has signed up to sponsor Channel 4's Formula One (F1) coverage for 2019, continuing the relationship from 2018 despite changes to the network's broadcasting rights.

Since Sky has a deal with F1 owner Liberty Media to show all F1 live racing from 2019 to 2024, this season marks the first time that the vast majority of live races will only be available to pay-TV subscribers. Starting this year, Channel 4 will carry only highlights packages from the majority of races, excluding the Grand Prix (which it will show live).

The network will also show the British GP practice sessions and qualifying rounds

Despite the changes, Bose still clearly sees the value of its sponsorship deal with the broadcaster, having paid an undisclosed amount to have its name associated with the coverage from Silverstone.

In 2018, the brand says its headphones became the most recognised brand among viewers of Channel 4’s F1 screenings, overtaking competitors. It also says ownership of Bose headphones increased among viewers between 17% to 21% during the course of the season.

Bose global media manager Jorma Kremer said: “We’re delighted to renew our partnership with Channel 4. We’ve had some great feedback of the back of our sponsorship of Channel 4’s 2018 F1 coverage so we’re looking forward to the 2019 season with real optimism."

Last year, Bose's Channel 4 F1 idents focused on how the brand's products could help stir emotion and passion through sound.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.