Channel 4 Sales and Samsung Home Appliances have agreed an exclusive seven-figure partnership, representing Samsung’s biggest ever investment in TV sponsorship.

The one-year deal launched last night with Samsung-branded sponsorship idents appearing around new Channel 4 series Travel Man, presented by Richard Ayoade.

Branded sponsorship idents from Samsung Home Appliances will be seen around the ‘Better Living’ programming strand across Channel 4, More 4 and the UKTV’s Good Food channel, as well as Channel 4’s new digital service All 4.

The strand also includes the likes of Channel 4’s Posh Food, The Recruitment Agency, Food Unwrapped and The Autistic Gardener as well as Good Food’s Nigel Slater’s Dish of the Day and Hairy Bikers Best of British.


A screengrab from one of the new idents

The partnership, brokered between Samsung’s media agency, Starcom MediaVest Group (SMG) and Channel 4 Sales, includes branded original short form content – available later this year on Channel 4’s digital Shorts platform via All 4.

Samsung’s creative agency Cheil created the idents and the partnership was managed by Karl Newman, head of sponsorship and partnerships at LiquidThread, Starcom MediaVest Group’s branded content division and Channel 4 Partnerships account manager Melanie Ball.

Lana Sanleandro, marketing director for home appliances at Samsung Electronics UK and Ireland, said: “This pioneering cross-platform partnership between Samsung and Channel 4 represents Samsung Home Appliances’ continued commitment to enhancing consumer experiences and raising brand awareness.

“As a brand we are committed to exploring new and engaging ways of communicating with our customers and this 12-month always on campaign with Channel 4 is an example of how we are evolving our marketing approach.”