Manchester fashion and homeware retailer JD Williams has secured a year-long TV sponsorship deal with broadcaster 5 which will put the Northern brand at the centre of one of the channel’s biggest programming strands.
The retailer will become the official sponsor of Unmissable Drama on 5 across both linear broadcast and streaming in a partnership brokered by independent media agency the7stars.
The deal will run from 1 March to 31 December 2026 and will see JD Williams aligned with a slate of premium drama programming, including period dramas and modern detective-led series. Titles covered by the sponsorship include All Creatures Great and Small, The Madame Blanc Mysteries, Ellis, The Hardacres, Play for Today and Benidorm is Murder, as well as Christmas specials.
READ MORE: Inside MAD//North day one: Big brands, bold ideas and a confident Northern creative scene
The agreement also includes a selection of on-demand titles such as The Good Ship Murder, Cooper & Fry, Flowers in the Attic and Witness Number 3.
The sponsorship idents will focus on the brand’s message of confidence and self-assurance, celebrating women whose presence is “unmissable” through quiet confidence. The creative will evolve throughout the year to reflect seasonal fashion and homeware collections.
Drachan Forster, VP of UK Sponsorships at Paramount Advertising International, said: “Drama offers a uniquely powerful space for brands, combining emotional connection with consistent reach across broadcast and streaming. Unmissable Drama on 5 brings together stories that viewers actively seek out and make time for, creating an environment built on intention and engagement. That makes it a natural fit for JD Williams, a brand rooted in confidence, authenticity and presence.”
READ MORE: Last change to enter Prolific North Champions Awards
A JD Williams spokesperson added: “We’re delighted to be partnering with 5 as the sponsor of Unmissable Drama. At JD Williams, we champion women who embrace their own style and confidence, and this collaboration allows us to bring that spirit to an environment audiences truly connect with. The character driven stories in the shows will provide the perfect backdrop for us to celebrate individuality in every season, and we’re excited to accompany viewers throughout the year.”
Emma Deacon, Business Director at the7stars, said: “Our aim was to move beyond traditional seasonal bursts of activity and establish an enduring, always-on presence for the fashion and homeware brand. 5 offers a powerful and highly complementary environment for JD Williams, aligning the brand with premium content its audience actively chooses and values. The partnership marks JD Williams’ return to sponsorship on 5, following its earlier association with the brand’s Inspired Living strand.”
The announcement follows recent sponsorship activity around drama programming on the channel, including Leapmotor’s partnership with Thrilling Drama on 5.
JD Williams is part of the Manchester-headquartered N Brown Group.
