5 has announced a new partnership with JD Williams, which will see the inclusive fashion and homeware retailer become the official sponsor of Unmissable Drama on 5 across linear and streaming.
The sponsorship, which will run from 1st March through to 31st December 2026, will span 5’s premium slate of Unmissable Drama, encompassing all period dramas alongside a curated collection of modern detective-led series. Titles within the sponsorship include Ellis, All Creatures Great and Small, The Hardacres, The Madame Blanc Mysteries, Play for Today, Benidorm is Murder and Christmas specials. In addition to new and returning hits, JD Williams will also sponsor a selection of back-catalogue titles on VOD, including The Good Ship Murder, Cooper & Fry, Flowers in the Attic and Witness Number 3.
The JD Williams idents will bring the brand’s commitment to confidence and self-assurance to the screen, celebrating women whose presence is felt without needing to command attention. Developed to evolve throughout the year, the idents will reflect the changing seasons, drawing inspiration from JD Williams’ fashion and homeware collections. Creatively, they centre on the idea of being unmissable through quiet confidence, mirroring the powerful, character driven stories at the heart of Unmissable Drama on 5.
The deal was strategically developed and negotiated by independent media agency the7stars.
Esme Stone, head of brand marketing at JD Williams, said: “We’re delighted to be partnering with 5 as the sponsor of Unmissable Drama. At JD Williams, we champion women in midlife who embrace their own style and confidence, and this collaboration allows us to bring that spirit to entertainment that our audiences truly connect with. The character-driven stories in the shows will provide the perfect backdrop for us to celebrate the individuality of our audience in every season, and we’re excited to be partnering with 5 and reaching their viewers throughout the year.”
Drachan Forster, VP of UK sponsorships, 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.”
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. Channel 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 today follows recent news from 5 revealing Leapmotor as the sponsor of Thrilling Drama on 5, spanning popular titles across linear and streaming including The Teacher (S3), Missed Call and The Fortune, reinforcing drama on the channel as a powerful, premium environment for brands.
