Multi Channel Network (MCN), in collaboration with OMD and CHE Proximity, has secured Mazda as the new official partner for Foxtel’s Showcase channel across broadcast, digital, Foxtel on Demand on IQ, Foxtel app, Foxtel Now, and social platforms.

In what is one of Foxtel’s largest and most premium cross-platform partnerships this year to date, it includes sponsorship alignment and integration within both the channel and its program assets for HBO drama series and Foxtel’s local productions.

MCN Melbourne sales director Melina Augoustakis said the partnership was a ground-breaking opportunity for Mazda, as it provided the auto retailer with highly-engaged Australian viewers and premium content all delivered across multiple screens.

“Brands today are looking for meaningful ways to partner with high-quality content and the showcase channel is a powerhouse for the most engaging and compelling scripted television from the world’s leading content distributors,” she said.

“Marry this with Foxtel’s high-value consumers and innovative integration formats, and you have a unique partnership that not only delivers value, but true business outcomes.

“As such, we are thrilled to have Mazda on board as the key auto partner of showcase in 2018 and look forward to working with them throughout the year to bring this exciting partnership to life.”

Mazda Australia’s director of marketing, Alastair Doak, said: “This partnership allows us to demonstrate the breadth of our SUV offering, which is set to grow with the launch of the brand new Mazda CX-8 Diesel later in the year.

“Australians’ love for SUVs continues to grow and aligning with premium showcase content is a great way to engage with them.”

OMD Australia managing partner Sharon Cookson said the competitiveness of the auto category means it’s harder than ever to stand out from the crowd.

“The showcase partnership allows us to access quality, first-run HBO content, which inherently has a ‘lean-in’ aspect to it,” she said.

“This association seamlessly aligns with Mazda’s media strategy and allows us to reach engaged consumers across multiple touchpoints.”

Foxtel’s head of sales and sponsorships, Andrew Mulready, said: “Both on a streaming and live viewing basis, showcase remains Foxtel’s premium drama destination – incorporating the strongest line up of acclaimed premium drama from around the globe, as well as our marquee local commissions.

“We are enormously excited to announce showcase’s premium auto partnership with Mazda, as together we present what is, by any measure, the world’s finest collection of premium drama and storytelling.”