Thomson sponsors Channel 4's First Dates

Thomson, the travel company owned by Tui, is to sponsor First Dates, the Channel 4 matchmaking show.

The brand will also launch a new shorts series on All 4, the video-on-demand platform, later this year. The one-year partnership begins today.

The deal struck by MediaCom Beyond Advertising includes a programme licence Twenty Twenty, the production company behind First Dates, to allow Thomson to display promotional material on its website.

Thomson will be using the sponsorship to promote couples and adults only holidays to Sensimar, which has 14 hotels and resorts.

The idents, created by BMB, show a couple enjoying their time away as they sit in a beach bar in front of a fire having cocktails. The voiceover says: "Who knows where the first date will lead."

Each one-hour episode will include a 15-second opening ident, a five-second one between ad breaks, and a ten-second spot to close. These will be repeated on Channel 4 and 4seven.

There will be 24 episodes this year, with a series beginning tonight at 10pm and another one later in the year.

Rob Ramsey, the partnership leader at Channel 4, said: "This partnership with Thomson and First Dates is driven by our new creative strategy PL4Y which enables us to deliver innovative cross-platform marketing campaigns that offer brands bespoke access to our flagship programming."