Negotiated through Virgin Media's ad sales house, IDS, with Mindshare and Ogilvy, the sponsorship covers new Virgin 1 commission, Take Me To The Edge.
The six-part series launches on Sunday (31 August) and investigates global rites of passage, while pushing the limits of human endurance.
In the show, Leo Houlding, outdoor enthusiast and brand ambassador for Ford Ranger since March this year, takes five people away from their ordinary day-to-day existence and transports them to some of the most extreme areas in the world.
The deal is intended to raise awareness for the Ford Ranger and its association with outdoor pursuits.
Fiona Ramsay, Media Week, 27 August 2008, 3:55pm
Ford to sponsor extreme series on Virgin 1
LONDON - Ford has signed a broadcast sponsorship deal to promote its Ford Ranger pick-up model on Virgin 1.
Ford Ranger: sponsorship for new six-part Virgin 1 series
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