Skyy Vodka has unveiled a tie-up with The Independent Film Channel (IFC) in the US.

The partnership - Skyy's first foray into on-air marketing - unites the television channel with the Gruppo Campari-owned vodka brand in a deal that will see Skyy as the official sponsor of the network's Saturday night programming.

The sponsorship will begin tomorrow (21 April) and will appear both on air and online throughout the year. Skyy joins IFC's list of partnerships including Acura, Heineken, Red Bull, Yellow Tail and Target.

Airing every Saturday night from 2100, Skyy will present IFC's new film strand, 'The Blue Room', which features a catalogue of independent cinema including Magnolia, Crash, Being John Malkovich, Kill Bill, The Cooler and Boogie Nights. 

IFC's senior vice president of partnerships and licensing Alan Klein said: "We are in an excellent place to provide partners like Skyy Vodka with effective, stand-out results. Skyy is a strong brand that is in-line with what IFC represents and we look forward to adding them to our growing slate of partners."