Discovery Networks EMEA (Europe, Middle East and Africa), a division of the number-one nonfiction media company Discovery Communications, has announced a new sponsorship agreement between Discovery Channel and Volvo Cars in South Africa.

This spring, Volvo Car South Africa will apply its marketing pedal to the metal when it sponsors Discovery Channel’s turbo show, Fifth Gear, and pop science series, Prototype This.

Discovery Channel and Volvo join forces in a synergistic partnership that will provide the sponsor with access to Discovery Channel’s sought-after, captive young male audience.

Amanda Turnbull, Director of Advertising Sales for Emerging Markets, Discovery Networks EMEA said: “It’s fantastic that clients see the value our shows bring to their marketing campaigns and how they’re able to use this platform to enhance their branding and messaging. Discovery Channel’s largely male; 25 to 44-years-old; upper income audience is perfectly in line with Volvo’s target market, making this sponsorship a natural one.”

Volvo will be using the opportunity to promote its latest retail campaign, 'Volvo Crash Tested Deals' as well as its latest models and profile the technology behind these vehicles.

“Sponsoring Fifth Gear and Prototype This presents us with the ideal opportunity to reach this coveted market and showcase our latest offerings. By sponsoring a motoring show and a second, technology-based show, we’re able to tap into both these audiences, which form two of Volvo’s key focuses: people and cars, and technology. Through Discovery Channel we are able speak to that essential tech-savvy, opinion leader audience which is aligned with our demographic and the exact market we’re looking to reach,” says Volvo’s Marketing Manager, Michelle Naudé.

“Discovery Channel is renowned for its high-quality programming. We’re dedicated to sharing knowledge in a seriously fun way that inspires people to expand their world and live life large. Both Fifth Gear and Prototype This reflect this ethos. Ultimately, the sponsorship of these shows allows Volvo to achieve a stronger affinity with its core target market,” Turnbull adds.

Fifth Gear is a British-made, magazine-style motoring programme that features concise opinions, razor sharp driving, hard-hitting consumer advice and a lovingly compiled selection of some of the best cars in the world.

Science fiction becomes science fact in Prototype This where the efforts of a team of American engineers and PhDs attempt to turn futuristic ideas into three-dimensional, working reality.

Volvo’s sponsorship investment of the two programmes includes opening and closing billboards for each show; two 10-second bumpers per show; tagged promos and one 30-second commercial per show. The campaign runs from 7 to 29 August on Fifth Gear and from 7 October –to 22 November on Prototype This.

Fifth Gear, Season 14, premiered on Friday, 7 August at 20:00 and 20:30, with repeats on Saturdays at 01:00 and 19:00. The last episode of the month will be on 28 August at 20:30. Prototype This will premiere on 7 October at 21:00.