Citroën signs two-year First Dates sponsorship with Channel 4

Channel 4 has signed a two-year deal for Citroën to sponsor its dating series First Dates, which reaches two million viewers.

The agreement, which launches in January, will also cover spin-off show First Dates Hotel. The broadcaster will also work with Citroën to produce an original content series for VOD player All 4.

The partnership – the first such deal that Channel 4 has secured with Citroën – was brokered by MediaCom and 4Sales.

Sponsorship content will invite viewers to "find love with Citroën and First Dates on 4", while promoting the marque’s new C3 Aircross Compact SUV and C4 Cactus models. The idents – featuring a mustachioed Frenchman – were created by Havas London, with creative led by Joe Williams, direction by Sam Washington and production by HKX Productions.

First Dates has become one of Channel 4’s prime content brands, and has been the broadcaster’s most-watched 10pm show in 2017, with an average audience of two million.

Souad Wrixen, marketing director at Citroën UK, said: "It’s a real pleasure to be able to partner with such a well-known TV series that really embodies our ‘Be Different, Feel Good’ attitude.

"The sponsorship feels like a natural fit following the launch of our new brand signature ‘Inspired By You’ which brings us closer to our customers as we continue to introduce products that are inspired directly by them."

Rob Ramsey, partnership leader at Channel 4, added: "We are delighted to be working with Citroën on this amazing package. Not only will Citroën benefit from a direct sponsorship association with First Dates on Channel 4 but we will also be collaborating to create bespoke content with them that will extend the reach of the campaign across both our platforms."