Dental health brand Colgate has struck a deal to sponsor E4’s Married at First Sight UK in what is set to be the show’s biggest sponsorship to date.
The integrated sponsorship deal, brokered by Colgate’s agency of record Wavemaker and 4Sales, will see the partnership promoted across linear, digital and social channels.
Highlighting Colgate’s latest ‘Max White Ultra’ range, the partnership will run across screenings of the show on both E4 and All 4 channels, including during episodes of spin-off ‘MAFS: Afterparty’.
This new collaboration will help Colgate gain access to a large, youthful audience, with Married at First Sight UK ranking as E4’s highest-rated non-scripted programme ever.
A concerted social push will also be launched, with Colgate becoming the show’s first-ever branded social sponsor, with the firm also purchasing the rights to use Married at First Sight UK branding across its social channels and website. The show ended up as the third-most streamed show on All 4 in 2021.
READ MORE: Channel 4 and Barclays partner for money management video series
“We’re delighted to welcome Colgate as the new sponsor for one of E4’s most exciting and highly anticipated shows,” Channel 4 sponsorship & commercial partnership leader, Rupinder Downie said.
With such an engaged audience tuning in, Colgate’s integrated sponsorship of Married at First Sight UK is sure to deliver fantastic results for the brand.”
Colgate consumer experience director northern Europe hub, Rob Marcus added: ”Max White Ultra Toothpaste is Colgate’s biggest new product launch in 2022.
“Partnering with Wavemaker we identified weddings as a key trigger moment for people to care more about teeth whitening, so sponsoring Married at First Sight on E4 felt like a no brainer, delivering our most creative & integrated TV & Digital sponsorship to date.”
Click here to sign up to Marketing Beat’s free daily email newsletter
