Channel 4 Sales has signed Tesco Whoosh as the new sponsor of its Comedy strand.
The deal is the first time the broadcaster has included its YouTube inventory as part of a sponsorship deal. It’s also a TV sponsorship debut for Tesco’s rapid delivery service.
Starting in January, Tesco Whoosh will sponsor around 90 hours of premiere programming across Channel 4, E4 and More 4. It will also feature on social platforms, including a brand presence on a selection of Channel 4 comedy clips on Instagram and Facebook.
The YouTube part of the agreement comes as a result of Channel 4’s partnership with the video platform. It means the broadcaster can directly sell commercial opportunities around its shows on YouTube.
“This sponsorship opportunity promises year-round value. Channel 4 is renowned as the ‘Home of Comedy,’ boasting a coveted audience of young and upscale viewers,” said Rupinder Downie, Sponsorship and Commercial Partnerships Leader, Channel 4.
“With our ability to offer brands presence on YouTube and Meta platforms, allied to a quality line-up of programming, this deal highlights once again why Channel 4 is the best partner to do business with.”
Channel 4 Sales and EssenceMediacom brokered the deal.
“We’re thrilled to have helped this partnership come together; opportunities like this are perfect for building Tesco’s reputation as one of the UK’s most beloved supermarkets and engaging with new consumers,” added Lauren McGurran, Business Director, Tesco Planning, EssenceMediacom.
“Channel 4 comedy has a reputation for producing some of the funniest content on television, and this sponsorship, including presence on the channel’s social media platforms, will provide Tesco with new, innovative ways to break through to younger audiences.”
