North West brand, Beaverbrooks is to be the official partner of Channel 4’s Festive Entertainment programming.
The family-owned company will sponsor shows across Channel 4 and UKTV, running from November until December 31st.
That will include drama Dear Father Christmas (W/T) plus Kirstie’s Christmas Craft and Snowtrain at Christmas.
“Securing Beaverbrooks for our Festive Entertainment sponsorship is a brilliant example of Channel 4’s Nations & Regions ad sales strategy in action — delivering high-impact partnerships for brands rooted outside London,” explained Sam Hicks, Head of Advertiser Strategy, Channel 4.
“It’s a testament to the strength of our regional commercial offering and the creativity of our teams in building standout seasonal campaigns, across linear, streaming and digital. We’re also proud to continue our collaborative work with UKTV, ensuring that Beaverbrooks’ brand shines far and wide during one of the most competitive periods in the broadcast calendar.”
The deal is across linear, streaming and bespoke branded content, including a new entertainment series, set up by Partner Lab, Channel 4’s in-house team dedicated to helping brands create campaigns across all its platforms.
This will run on Channel 4’s Instagram, TikTok, YouTube and Facebook pages produced by Leeds-based 4Studio.
Worth Its Weight, will be a 6-part series starring Radio DJ and Presenter Nat O’Leary, who’ll head out in Leeds with a pop-up game show, challenging locals on how well they know each other for a chance to win Beaverbrooks gift cards.
The deal was secured in collaboration with media agency Republic of Media.
“We’re delighted to once again sponsor Festive Entertainment across Channel 4 and its partner channels for a second consecutive year,” added Grace Yates, Brand Manager at Beaverbrooks.
“We’re thrilled to showcase our beautiful diamonds, jewellery and watches to viewers nationwide, and look forward to welcoming customers in store and o
