Diageo has lined up a sponsorship slot in the UK with satellite television channel Film4.

The drinks giant said yesterday (22 December) that the deal with Film4, which begins in the New Year, will see its portfolio bookend films starting at 1900 and 2100 every night throughout 2009.

The sponsorship, worth GBP2m, will contain idents that will highlight Diageo brands including Smirnoff, Gordon's gin and Morgan's Spiced rum. The deal will run concurrently with the Guinness and Baileys sponsorship Diageo has of all films from 1800 onwards on Channel4, E4, More4 and the 2300 showing on Film4.

"We are excited about the opportunity this partnership will give Diageo to show how a great-tasting - and easy to make - spirit and mixer drink, such as a gin and tonic can make your night at home in front of a movie, that extra bit special," said Ali Wilkes, Great Britain spirits category marketing manager at Diageo GB.

The company's GB unit said it hopes to unlock GBP110m of incremental profit from the spirits and mixer category.

Diageo GB added that it is looking at a DVD giveaway with spirit purchases made within specific grocers in the UK this Spring.