Channel 4 signs new sponsor and brand partner for Made in Chelsea

Mark Johnson's picture
by Mark Johnson

Channel 4 has inked a new commercial deal for Made in Chelsea in 2019 including sponsorship from Sensodyne UK and a brand partnership with online fashion retailer, Never Fully Dressed (NFD).

The sponsorship deal with Sensodyne, a GlaxoSmithKline consumer healthcare brand, was secured between 4Sales and Publicis Media Agency. It will run across all series in 2019 as well as repeats across all platforms, including All 4.

In a deal brokered in Manchester by Media Agency Group and 4Sales, Made in Chelsea cast members Sophie Habboo, Melissa Tattam and Sophie Hermann will wear Never Fully Dressed clothing in the new series of the BAFTA-award winning show and will post about the brand across their social channels. 

Channel 4 said this is Made in Chelsea’s first fashion partnership and was agreed working in collaboration with producers at Monkey and NBCUniversal International Studios.

“The partnership encapsulates the aspirational yet achievable sweet spot that NFD dominates in the market”, said Lucy Aylen, Founder, Never Fully Dressed. “It’s a fresh way to build on the existing relationship we have with the talent, and the advert elevates our creative in a new way for us. All very exciting.”

Contextual advertising campaign

The deal also includes a contextual advertising campaign where the cast members will appear in an ad for Never Fully Dressed running during Made in Chelsea on linear, on E4 and on-demand on All 4. 

Viewers served the ad on All 4 will be able to shop the fashions as they appear on screen, Channel 4 said.

“This partnership marks a new phase in our integrated offering to brands who want to reach young people within their favourite shows”, said Jonathan Lewis, Head of Digital Innovation & Partnerships at Channel 4. 

“Being able to “shop the ads” on All 4 means we can offer a fully integrated experience for retailers who want to take advantage of Channel 4’s unrivalled youth audience.”

Series 17 of Made in Chelsea started at 9pm on E4 on Monday 25th March 2019.  The series is produced by Monkey, an NBCUniversal International Studios company. 

Dominic Burns, SVP Brand Management and Commercial, NBCUniversal International Studios said: “We look forward to working with Never Fully Dressed and Channel 4 in this exciting year for Made in Chelsea. 

“The show has never been stronger, and this deal is a fantastic example of a multi-faceted partnership that Made in Chelsea is uniquely placed to promote.”   

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