Dunelm to sponsor Channel 4's First Dates

Josh Peachey's picture
by Josh Peachey

Channel 4's 2020 series of First Dates, the channel's second-biggest 10pm show in 2019, will be sponsored by home furnishings retailer Dunelm. 

Spinoffs from the original programme, First Dates Hotel and First Dates Abroad, will also be sponsored by Dunelm. 

All three of the programmes latest series will be aired from February 13th.

This will be the first time that Dunelm has sponsored Channel 4 content, and adverts will tie in with the idea of “relatable” dating moments, thematically aligning with First Dates.

Leonie Foster, Dunelm’s Chief Customer and Digital Officer, said: “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.”

As part of the campaign, acquisition of licensing rights means that there will be brand activation in Dunelm stores, First Dates’s assets use in sponsorship idents, as well as online and social video content on the broadcaster’s social pages. 

First Dates and First Dates Hotel attracted an average audience of almost 2 million viewers per episode in 2019. 

In 2020, First Dates is predicted to reach over 23 million adults and approximately 45% of 16-34-year-old female viewers.