Member Article

Channel 4 announces new sponsor and brand partner for Made in Chelsea

Channel 4 today announces a new commercial deal for Made in Chelsea in 2019 including sponsorship from Sensodyne UK and a brand partnership with online fashion retailer, Never Fully Dressed.

The sponsorship deal with Sensodyne, a GlaxoSmithKline Healthcare (UK) brand, was secured between 4Sales and Publicis Media Agency. It will run across all series in 2019 as well as repeats across all platforms, including All 4.

In a deal brokered in Manchester by Media Agency Group and 4Sales, Made in Chelsea cast members Sophie Habboo, Melissa Tattam and Sophie Hermann will wear Never Fully Dressed clothing in the new series of the BAFTA-award winning show and will post about the brand across their social channels. This is Made in Chelsea’s first fashion partnership and will continue for the rest of 2019.

Jonathan Lewis, Head of Digital Innovation & Partnerships, Channel 4, said: “This partnership marks a new phase in our integrated offering to brands who want to reach young people within their favourite shows. Being able to “shop the ads“ on All 4 means we can offer a fully integrated experience for retailers who want to take advantage of Channel 4’s unrivalled youth audience.“

Jane Hector-Jones, Group Partnership and Content Manager, Channel 4 said: “It’s very exciting to see this partnership between Never Fully Dressed and Made In Chelsea come together, particularly as it has been generated out of the 4Sales Nations and Regions office and Manchester-based Media Agency Group. It reflects the vibrant advertising market in the North West and the high-profile deals being done outside of London.”

The sponsorship deal with Sensodyne, a GlaxoSmithKline Healthcare (UK) brand, was secured between 4Sales and Publicis Media Agency. It will run across all series in 2019 as well as repeats across all platforms, including All 4.

This was posted in Bdaily's Members' News section by Lisa Wood .