Mitsubishi Motors In The UK Sponsors Channel 4 'Sas: Who Dares Wins - Back To Base' New Podcast

January 17, 2020 by Mitsubishi Motors in the UK

Mitsubishi Motors in the UK has begun its sponsorship of Channel 4's first official spin-off podcast to their successful series 'SAS: Who Dares Wins'.

The latest series of SAS: Who Dares Wins, which started recently, is where we see 25 men and women (including an ex-SAS operator working as a mole) put through a series of arduous physical and mental tests to see if they have what it takes to be an SAS recruit. Currently in its fifth series, the hit TV show airs on Channel 4 on Sunday evenings at 9pm and attracts a weekly audience of more than two million viewers.

The reaction podcast is hosted by award-winning broadcaster Andrea McLean, herself an ex-SAS celebrity recruit on the gruelling reality show. Each week the show will feature special celebrity guests, including Ed Stafford, Natasia Demetriou & Jamie Jewitt, who join some of the former UK Special Forces Soldiers including Foxy & Ollie, medical consult to the show, Dr. Sundeep Chohan, who talks about the mental and physical toll the recruits are going through, and 'The Mole' from the show, who gives them the inside line on what life in the camp is like, along with talking to some of the recruits.

The brand new editorial podcast, released weekly after each episode of the TV show, has been created to give fans of the show additional insight into the contestants and the challenges they face with discussions on the highs and lows experienced during the show as well as speculation on the outcome of future episodes and, of course, who the eventual winner might be.

The podcast builds on the already successful long term relationship between Mitsubishi Motors in the UK and Channel 4 by activating their sponsorship of Documentaries on 4 which has been on air since 2014 with an award-winning series of 'idents' at the start and end of each show. The podcast is produced by Little Dot Studios, who are working closely with Minnow, the producers of the SAS show. The deal was brokered by the media agency Manning Gottlieb OMD.

Kate Dulake, Marketing General Manager at Mitsubishi Motors in the UK commented, 'We are delighted to partner with Channel 4 in such a great programme. Ambition lies at the heart of SAS: Who Dares Wins which fits brilliantly with our brand strategy. We're also excited to explore podcasts for the first time as a way to get really close to our audiences in a way that's completely on their terms.'

Commenting on the podcast, Sarah Honeyball, Client Lead, Channel 4 said, 'We wanted to build on our already successful partnership with Mitsubishi Motors in the UK & bring their strapline 'Drive your Ambition' to life. We are excited about this new podcast – it is doing really well and we have loved working with Mitsubishi Motors in the UK on it. It helps creates a deeper relationship with viewers and integrates the brand with the programme's values.'