Leapmotor fuels ‘Thrilling Drama’ on 5 in first-ever UK television sponsorship

The new sponsorship deal comes as drama on 5 helped to make its streaming service the fastest growing among UK public service broadcasters for the second year in a row

5 today announces a significant new partnership with Leapmotor UK that sees the automotive brand become the official sponsor of the broadcaster’s Thrilling Drama slate across linear and streaming.

The agreement marks Leapmotor’s first-ever UK television sponsorship and spans a wide range of popular scripted drama titles on 5’s streaming platform, alongside new and returning hit series on the main linear channel.

Leapmotor International is a global electrified vehicle brand from Stellantis, bringing a fresh, technology-led approach to the UK market. Already on sale in the UK with the compact T03 city car and the family-focused C10 SUV, Leapmotor is continuing to expand its range with the recent launch of the B10 SUV, combining electric driving with extended everyday usability. Looking ahead, the brand is preparing to introduce further new models to the UK, including the all-electric B03X SUV and the bold B05 hatchback, as Leapmotor builds a growing portfolio designed to make well-equipped, intelligently engineered vehicles accessible to more drivers. 

The Leapmotor idents bring the brand’s core message, “Demand more from life” to the screen, reflecting a belief that drivers shouldn’t have to compromise. In a challenging economic climate, the message is simple: spend less on your car without giving up quality, technology or everyday enjoyment, because everything comes as standard. This is translated creatively for 5’s Thrilling Drama sponsorship through the strapline “Demand more from drama”, directly linking Leapmotor’s brand promise with escapism through entertainment and the shared moments that matter most. 

Leapmotor idents will feature around a significant collection of much-loved dramas on 5 starring household names, aligning the brand with premium, high-impact storytelling that continues to drive strong audiences across both linear and streaming.On linear, Thrilling Drama encompasses standout titles including Family Secret, Missed Call, The Teacher, Number One Fan, The Ex-Wife, Little Disasters and Baby Doll.

In addition, Leapmotor will sponsor an extensive collection on 5’s streaming platform, including critically acclaimed dramas such as The Castaways, The Au Pair, Cold Call, Coma, The Drowning, Insomnia, Riptide, Serial Killers Wife, Too Good To Be True, The Teacher and Compulsion, among many others.

The news comes as figures from Barb confirmed that 5’s streaming service was the fastest growing among UK public service broadcasters for the second year in a row. In 2025, the platform grew its Barb Total Viewing Minutes (TVMs) by 34% versus 2024 amongst all viewers, outperforming BBC iPlayer (+7%), ITVX (+24%) and 4 Streaming (+11%)*. Among the most watched programmes over the year were the thrilling dramas The Feud, The Game and The Rumour. 

The partnership was brokered by Paramount Advertising International in the UK. 

Drachan Forster, VP of UK Sponsorships, Paramount Advertising International, said: “Drama is one of the most powerful environments for brands, and 5's premium slate consistently delivers scale across linear and streaming. The channel's distinctive offer in the UK market is fuelled by a strong pipeline of new and returning hits that audiences actively seek out. 

“Leapmotor’s debut TV sponsorship is a brilliant example of how brands can tap into the strength of 5, whose dramas have helped grow streamed viewing by 34% in 2025, aligning with the high-quality, thrilling storytelling audiences love.” 

Damien Dally, Leapmotor UK Managing Director, said: “This partnership with 5 is a powerful platform to introduce Leapmotor to UK audiences. Thrilling Drama allows us to connect our brand message of ‘Demand more from life’ with premium storytelling, shared moments and escapism, bringing our values to life in a way that feels natural, relevant and engaging for viewers”