Samsung Home Appliances sponsors Channel 4 in seven-figure deal

Samsung Home Appliances is to sponsor Channel 4, More 4 and UKTV's Good Food shows for one year in a seven-figure deal.

It is said to be Samsung’s biggest ever investment in TV sponsorship. The partnership launches tonight with idents around Travel Man, a new Channel 4 series fronted by Richard Ayoade, the comedian.

The ident shows a man kneeling down talking about the features of his washing machine. When the camera pans out the viewers sees that he is talking to a baby.

The idents have been created by Cheil and promote the range of appliances that Samsung offers.

Samsung will sponsor the Better Living programming strand covering food and lifestyle shows such as Posh Food, The Recruitment Agency, Food Unwrapped, The Autistic Gardener, Nigel Slater's Dish of the Day and Hairy Bikers Best of British.

The deal also includes All 4, the Channel 4 digital TV service that launches today, and shorts, the broadcaster’s branded short form content.

Rob Ramsey, the partnership leader at Channel 4, said: "Following a successful sponsorship campaign on UKTV Samsung was keen to develop the relationship across the Channel 4 Sales portfolio and Better Living provided the perfect solution. 

"The partnership includes cross platform sponsorship across a multitude of new and returning programmes and the creation of bespoke content that will premiere on the Channel4 Shorts platform before being distributed across Samsung’s own platforms."

The partnership was brokered by Starcom MediaVest Group and Channel 4 Sales.

Lana Sanleandro, the marketing director for home appliances at Samsung Electronics UK and Ireland, said: "This pioneering cross-platform partnership between Samsung and Channel 4 represents Samsung Home Appliances’ continued commitment to enhancing consumer experiences and raising brand awareness.

"As a brand we are committed to exploring new and engaging ways of communicating with our customers and this 12 month always on campaign with Channel 4 is an example of how we are evolving our marketing approach."