Three has today announced that it will be the new sponsor of the successful Channel 4 series, Gogglebox after a competitive pitch process.
The deal will last two years and is a ‘multi-million-pound partnership’ which will see the mobile network sponsor the new series of both Gogglebox and Celebrity Gogglebox.
The deal is the largest ever TV sponsorship for Three and follows in the footsteps of the Chelsea FC sponsorship that began in July 2020.
The most recent series of Gogglebox was Channel 4’s second-highest-rated title of 2020.
Series 16 of Gogglebox was the biggest to date attracting an average consolidated audience of 5.8 million viewers per episode and a 25 per cent share of the viewing audience.
It achieved the show’s highest-rated episode ever with 6.5 million viewers and reached over half of TV viewers in 2020 (58 per cent). The series was also the biggest to date on All 4.
The deal was brokered by Channel 4’s in-house sales team 4Sales and Three’s media agency Zenith. It also includes an off-air brand license agreement.
Three’s director of marketing for UK and Ireland Aislinn O’Connor said: “We are always looking for ways to drive consideration and growth of the Three brand.
“Gogglebox is one of the UK’s favourite shows and it was the perfect opportunity to drive positive brand association with a mainstream audience on a consistent basis.
“It will be a great platform for us to activate against in innovative ways.”
Channel 4 brand partnerships leader Rupinder Downie added: “Gogglebox is hugely popular, achieving record viewing in 2020 whilst generating the most demand we’ve ever seen from brands to sponsor a Channel 4 title.
“We’re thrilled to be working with Three on this exciting new partnership that aligns them with a much-loved show on Channel 4 and All 4 throughout this year and next.”
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