Dunelm Partners Up with First Dates for Sponsorship Deal

Channel 4 today announces a brand new, year-long partnership with Dunelm that will see the British home furnishings retailer sponsor the broadcaster’s award-winning dating series First Dates, First Dates Hotel and First Dates Abroad.

As one of the most popular programmes on TV among 16-34-year-old viewers, the major new partnership will see sponsorship run across all episodes of the show in 2020, which will return to screens on Thursday 13th February at 10pm.

The partnership was brokered by Goodstuff and 4Sales and marks the first time Dunelm has sponsored Channel 4 content.

The sponsorship idents, from creative agency MullenLowe London, invites viewers to imagine a world where home products enjoy that joyously awkward, fun and nerve-racking experience of dating. Like the show itself which believes there is someone out there for everyone, the creative idents show how Dunelm has products that suit every person’s style.

This is shown by tapping into relatable dating moments as inspiration, resulting in witty, charming and amusing films delivered by everything from kettles to cushions. 

Dunelm has also acquired licensing rights for the programme as part of the deal, which will allow brand activation in store, the use of First Dates assets within sponsorship idents, online and social video content on the broadcaster’s social pages.

First Dates and First Dates Hotel was last year’s second biggest 10pm show for Channel 4, attracting an average audience of  almost two million viewers per episode and outperforming Channel 4’s slot average. And this year First Dates is predicted to reach over 23m adults across 2020 and approximately 45% of 16-34-year-old women viewers.

Rupinder Downie, brand partnerships leader at Channel 4 said: “We are thrilled to be working with Dunelm for the first time in this capacity on this expansive sponsorship package for one of our most-loved programmes. The partnership is a great fit and will see Dunelm benefit from both direct sponsorship association with First Dates on Channel 4 and social content that will extend the reach of the campaign across our platforms.”

Leonie Foster, chief customer and digital officer at Dunelm said: “It’s really exciting to launch this partnership, our first with Channel 4. The warmth, optimism and inclusivity of First Dates felt like a great match with our brand. Our aim at Dunelm is to help everyone create a home they love – and through First Dates, we will be able to introduce a new audience to our ranges in a fun and accessible way.”  

Sam Drake, managing partner at Goodstuff said “Dunelm have been on an amazing journey over the last 4 years. This partnership represents an opportunity to showcase more of their products to a younger audience. First Dates is a great fit for Dunelm and there is ambition from all sides to amplify the partnership above and beyond; in-store, on social and using talent to best effect.”

First Dates is made by Twenty Twenty Television for Channel 4.