Channel 4 has named Fred Olsen Cruise Lines as the new sponsor of its “escapism” shows.

From 1 January, Fred Olsen Cruise Lines idents will appear during shows such as Matt Baker: Travels with Mum and Dad, 2 Men on a Bike, and Popmaster TV. The cruise line’s content will also feature on the broadcaster’s social media pages.

Fred Olsen Cruise Lines previously sponsored Life in the Sun between 2019 and 2022.

Channel 4 content solutions leader Rupinder Downie said: “Partnering with Fred Olsen Cruise Lines underlines the rich appeal of Channel 4 Sales’ commercial solutions. As our viewers tune in to our escapism shows, the idents will help them to unwind further by giving them a glimpse of life on the waves with Fred Olsen Cruise Lines.

“We’re delighted to have them back on board as a returning sponsor and on viewers’ screens once again. “

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Developed with marketing agency Accord and creative agency Blunt House, the idents will feature different travel destinations across the globe which can be visited on a Fred Olsen cruise.

Fred Olsen Cruise Lines head of brand marketing Holly Goddard added: “Our guests are adventurous, and love to get into the heart of destinations; by sponsoring with Channel 4, we can’t wait to reach a wider audience and showcase everything that makes cruising with Fred Olsen special.”

Accord Marketing senior client director Jo Bruton said: “After a highly successful campaign in August and September, which saw increased investment across the Channel 4 portfolio, we are thrilled to extend this into a 12-month partnership. Fred Olsen’s sponsorship of Channel 4’s Escapism programming is a perfect fit, aligning seamlessly with Fred Olsen’s passion for inspiring journeys and unforgettable experiences.”