Family history specialist Ancestry has been named as channel sponsor for Sky HISTORY.
Sky will take on co-branding for the A+E Networks UK channel, and its sister channel Sky HISTORY2 on May 27.
It maintains distribution on Sky, Virgin, BT, Talk Talk and NOW TV.
“We are delighted to be working with Sky HISTORY and we are confident it will help even more people to begin their journey of self-discovery with us,” said Ancestry’s Russell James.
As part of the partnership, Ancestry-branded promos for the new Sky HISTORY are running across the full suite of channels in the A+E Networks UK portfolio: Crime+Investigation, Lifetime and BLAZE. The campaign launched on 27th April and will run until 30th November 2020.
Adrian Pilkington, SVP Commercial and Digital Strategy at A+E Networks, said: “Ancestry is a perfect partner for the new Sky HISTORY. We’re very pleased to combine two such well established brands that help people explore the past on a personal and societal level. Viewers watching Sky HISTORY are discovering more about the people, events and trends that have shaped the world around them, so they are an ideal audience to engage with how they can find out more about their own lineage.”
Ancestry wants to use its presence on the channels, which reach an affluent 40+ audience, to convert its high brand awareness into consideration of its genealogical subscription. The seven-month agreement will run across linear TV, VOD and digital.
There will also be bespoke short-form social content that will sit across the Sky HISTORY social channels, as well as sponsorship of the channel’s two podcasts: Love Letters From World War Two and Not What You Thought You Knew.