Channel 4 Sales has struck a new deal which will see Boots Opticians sponsoring daytime and peak TV on selected channels across the UKTV network, as well as Warner Bros. Discovery channels.
The sponsorship – brokered by Essence MediaCom – covers over 1,500 hours of content across a range of UKTV channels including Alibi, Drama, Eden, Gold, W and Yesterday, alongside Warner Bros. Discovery channels HGTV and Really.
Running from 28 March until 31 May, the Boots deal includes sponsorship for UKTV shows such as The Office UK, Escape to the Country and Frozen Planet, plus HGTV’s Married to Real Estate, Flip the Strip, Fixer to Fabulous, and Really’s The Yorkshire Auction House, The Face Doctors, Before the 90 Days.
It will also include sponsorship of additional content on the free streaming service, UKTV Play.
Channel 4 Sales sponsorship and commercial partnerships leader Rupinder Downie said: “Once again, this deal demonstrates our credentials as the best partner for consumer reach and consistent brand presence”.
The partnership aligns with Channel 4’s Fast Forward strategy and coincides with a separate partnership brokered by Channel 4 Sales, between dating app Even and the UKTV channels Dave and W.
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Starting on 5 April, ‘Unmissable Moments’ covers sponsorship of the W schedule including Dating With My Mates, One Born Every Minute and The Millionaire Matchmaker.
Brokered by Havas Play, the sponsorship will also feature on entertainment channel Dave across Storage Hunters, Pointless, Would I Lie to You and QI.
Downie added: “UKTV’s W and Dave, plus Even, are all about feeling good and building connections so it’s great to get this sponsorship deal into fruition and reach viewers”.
“The sponsorship enables Channel 4 Sales to leverage on behalf of UKTV its track record of award-winning innovation.”
