Channel 4 and TUI Renew Vows for First Joint Sponsorship of ‘Married at First Sight' Australia and UK

TUI, the current sponsor of Channel 4 hit series ‘Married at First Sight UK’, is extending and  strengthening its partnership with Channel 4 Sales, with the global leisure and travel company now  also sponsoring ‘Married at First Sight Australia’. 

Following the initial deal which covered the duration of ‘Married at First Sight UK’ series nine last year,  TUI will now sponsor ‘Married at First Sight UK’ and ‘Married at First Sight Australia’ content with  consistent presence across the entirety of 2025. This includes series 12 of Married at ‘First Sight  Australia’, airing on E4 from 3rd March 2025, Series 10 of MAFS UK which is set return in the autumn,  plus back catalogue series of both formats on Channel 4 Streaming.  

The new deal marks the first ever joint sponsorship of both hit series, which remain enduring successes as the top two most viewed titles on Channel 4’s streaming platform in 2024, drawing in record views. 

Core components of TUI’s strengthened deal include an expansive combination of broadcast  sponsorship, social sponsorship across TikTok, Facebook, YouTube and Instagram, an extensive  licensing package across both formats, and the first ever usage of ad pause for the streaming of ‘Married at First Sight’ titles on Channel 4.  

The sponsorship and activation were developed with media agency EssenceMediacom and creative agency Leo Burnett. 

Rupinder Downie, content solutions leader, Channel 4 said, “We are delighted to see the return  of TUI to ‘Married at First Sight’. The extended cross platform partnership highlights our ability to  deliver impact for brands, reaching key audiences, for whom ‘Married at First Sight’ is an essential  TV show.” 

TUI UK&I director of brand and content Sara Ali said, “We’re looking forward to building on the  success of year one with the first ever dual sponsorship of ‘Married at First Sight UK’ and Australia,  embedding the TUI brand more strongly into the ‘Married at First Sight’ community and further  extending our audience reach. The sponsorship has been successful from both a media buying  and awareness perspective, exceeding our benchmarks for recall and consideration. We’re  planning to continue to build fame and talkability with resonant story telling across more platforms  with an even stronger partnership package. Our creative purposely leans into our playful side  which not only fits well with ‘Married at First Sight’, but also looks to provide consumers with some  light relief during times which can feel a little uncertain. We know the importance of holidays within  relationships and the nervousness and excitement of that first milestone getaway as a couple and  are very happy to be renewing our ‘Married at First Sight’ vows”. 

Andrew Gifford, head of branded ents production, EssenceMediacom said, “We’re excited to  support TUI in extending its sponsorship with one of the nation’s most dramatic and exciting reality  TV shows. ‘Married at First Sight’ is a cultural phenomenon in both the UK and Australia, making it an  ideal platform for brands looking to engage with audiences in meaningful moments. By leveraging  innovative partnerships, we help brands break through the noise and forge authentic connections  with new audiences.” 

Alongside ‘Married at First Sight Australia’ series 12, ‘Married at First Sight UK’ will also return to E4 later this year.