Arts programs have become a lot more savvy about packaging their opportunities. They've taken a cue from sports and that's been the driver.

Historically, they've gone after donations kind of hat in hand and they've realized that they've got to compete with these people.

Five years ago, [these companies] wouldn't have been sponsoring events. Today, they are doing quite a bit and they really have to because of the competitive nature of what they are doing.

As the advertising world becomes more cluttered, it makes a difference for them to stand out and really connect with the consumers. Sponsorship in the arts is a way to connect with the customers on more of an emotional and visceral level.

If you don´t fall, how are you going to know what getting up feels like?

Andrew has an established track record of bringing innovative approaches to sports broadcasting. He's uniquely placed to continue Channel 4's reputation for original and distinctive sports programming.