TUI and Channel 4 Say ‘I Do’ to Brand-New Sponsorship Deal for Married at First Sight UK

Channel 4 Sales announces TUI as the sponsorship partner for Married at First Sight UK series four, which returns to the UK later this summer. The global leisure and travel company will team up with the hit reality show, with the TUI brand featuring on E4 and Channel 4 streaming, and across E4 and the show’s own social channels, as well as MAFS UK content on Channel 4’s YouTube.

Central to the sponsorship are the couples’ journeys throughout the experiment which will be reiterated in the creative idents. The specially produced idents, made by TUI’s long-term creative partners Leo Burnett UK, will also shine a spotlight on the excitement, uncertainty, and trepidation of that all-important first couples' holiday, which for many can be make or break time. This reflects TUI’s promise to deliver personalised package holidays and inspiring enriching travel experiences. Running throughout the series, this content will be present at the start, middle and end of E4 programming, as well as the start and mid-way through the programme on Channel 4 streaming. 

TUI comes on board as the series sponsor following the third series of Married at First Sight UK which alongside Married at First Sight Australia series 11 secured the top two spots of most watched series in 2023 on Channel 4’s streaming platform.*

Rupinder Downie, content solutions leader at Channel 4, said, “TUI is MAFS UK’s perfect partner – with both properties offering viewers an escape from the everyday. This deal sees TUI sponsor all the activation touchpoints for the series and showcases the unique scale, reach and innovation which Channel 4 can provide sponsors.”

Sara Ali, TUI UK&I director of brand & content said, “We are thrilled to be sponsoring Married at First Sight. It's one of the most talked about shows on TV, and the partnership gives us a unique opportunity to connect with a committed and engaged audience. Aligning with a show that celebrates new beginnings and adventurous journeys is a perfect brand fit for TUI. The content we've produced perfectly compliments the show's story telling, bringing to life the excitement, curiosity and trepidation of a first holiday away together; underpinning our status at the forefront of personalised package holidays. As well as reminding people of the sheer joy of travel."

Nicola Ashley, business director, TUI planning at EssenceMediacom said, “We’re thrilled to have helped bring together MAFS and TUI in a union of wedded bliss. Channel 4 is known for its unmissable content that is the cornerstone of British telly and this sponsorship allows TUI to break through to those like-minded viewers who will love someone going the extra mile for them”.

The deal was set up by the Channel 4 Sales content solutions team and brokered by EssenceMediacom. The new series of Married at First Sight UK produced by CPL Productions, a Seven.One Studios company, premieres on E4 and Channel 4 streaming later this summer.