Public broadcaster Channel 4 has been named as the new headline sponsor of KISS radio’s Breakfast programme, forming part of a multi-year deal with Bauer Radio.
The partnership will mark the TV channel’s first-ever sponsorship agreement with KISS, with the deal set to cover the radio station’s flagship morning programme.
The sponsorship will also see Jordan and Perri from dance group Diversity chatting in a weekly segment, to share with viewers the Channel 4 shows they’re watching, alongside other promotional activity on their social media channels.
“We’re excited to team up with Jordan and Perri on KISS Breakfast. Every morning they’ll bring their listeners recommendations for what to watch or stream from Channel 4’s brilliant lineup of new and library content in their unique and entertaining style,” Channel 4 head of marketing, Iain Walters said.
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“Just like our own audience, KISS Breakfast listeners are young, keenly interested in current trends and always looking for great entertainment. We’re sure they’ll love hearing all the new content, recommendations and surprises we’re cooking up together.”
Brokered by media agency OMD Create, the collaboration builds on Channel 4’s existing relationship with KISS, the two brands having previously partnered for “The Great KISS Breakfast Bake Off” campaign in October 2024, to promote season 15 of ‘The Great British Bake Off’.
Bauer Media Advertising MD Simon Kilby added: “As two of the biggest broadcasters in the UK, we’re so excited to have Channel 4 as the newest sponsor of KISS Breakfast and work with them over the coming years.
“It’s fantastic to see Channel 4’s Altogether Different brand branch into radio sponsorship, using KISS to amplify their purpose and messaging. This sponsorship is sure to be a leading example of how radio and TV can work seamlessly together to create added impact, connecting with audiences who love entertainment, seek trusted information and consume their media in multiple different ways.”
