Travel agent Tui has sponsored broadcaster Channel 4’s ‘Married at First Sight Australia’.

The travel firm, which already sponsors ‘Married at First Site UK’, will sponsor both programmes throughout 2025.

Under the new deal, Tui will create sponsorship content for broadcast and social media, including TikTok, Facebook, YouTube and Instagram. The deal also includes a licensing package across both formats and the ‘first’ usage of ad pause for the streaming of the programmes.

Tui UK&I director of brand and content Sara Ali said: “We’re looking forward to building on the success of year one with the first ever dual sponsorship of ‘Married at First Sight UK’ and Australia, embedding the TUI brand more strongly into the ‘Married at First Sight’ community and further extending our audience reach.

“The sponsorship has been successful from both a media buying and awareness perspective, exceeding our benchmarks for recall and consideration.”

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EssenceMedia.com and creative agency Leo Burnett handled the sponsorship and activation.

Andrew Gifford, head of branded ents production, EssenceMediacom added: “We’re excited to support TUI in extending its sponsorship with one of the nation’s most dramatic and exciting reality TV shows. ‘Married at First Sight’ is a cultural phenomenon in both the UK and Australia, making it an ideal platform for brands looking to engage with audiences in meaningful moments.

“By leveraging innovative partnerships, we help brands break through the noise and forge authentic connections with new audiences.”