Channel 4 Signs Sponsorship Deal for Married at First Sight UK

Channel 4 has signed the global leisure and travel company TUI as the sponsorship partner for season four of Married at First Sight UK.

In addition to the TUI brand featuring across E4, Channel 4 streaming and social channels, TUI’s longtime creative partner Leo Burnett UK will specially produce idents that reiterate the show’s couples’ journeys, shining a spotlight on the excitement and uncertainty of their first holiday together. These will reflect TUI’s promise to deliver personalized package holidays and enriching travel experiences.

These idents will run at the start, middle and end of E4 programming and the start and middle of the program on Channel 4 streaming.

“TUI is MAFS UK’s perfect partner—with both properties offering viewers an escape from the everyday,” said Rupinder Downie, content solutions leader at Channel 4. “This deal sees TUI sponsor all the activation touchpoints for the series and showcases the unique scale, reach and innovation which Channel 4 can provide sponsors.”

Sara Ali, director of brand and content for the U.K. and Ireland at TUI, commented, “We are thrilled to be sponsoring Married at First Sight. It’s one of the most talked-about shows on TV, and the partnership gives us a unique opportunity to connect with a committed and engaged audience. Aligning with a show that celebrates new beginnings and adventurous journeys is a perfect brand fit for TUI. The content we’ve produced perfectly complements the show’s storytelling, bringing to life the excitement, curiosity and trepidation of a first holiday away together, underpinning our status at the forefront of personalized package holidays, as well as reminding people of the sheer joy of travel.”

Nicola Ashley, business director of TUI planning at EssenceMediacom, added, “We’re thrilled to have helped bring together MAFS and TUI in a union of wedded bliss. Channel 4 is known for its unmissable content that is the cornerstone of British telly and this sponsorship allows TUI to break through to those like-minded viewers who will love someone going the extra mile for them.”