Channel 4 has announced that Lloyds Bank will sponsor hit show Celebrity Gogglebox when it returns to TV for its second series on June 5th.
The partnership represents the first time Lloyds Bank has sponsored a TV show and enables the bank to promote their sponsorship of Celebrity Gogglebox off-air through an exclusive brand licensing arrangement.
Rupinder Downie, Brand Partnerships Leader at Channel 4, said: “Celebrity Gogglebox provides the perfect environment for Lloyds Bank, aligning them with the show’s warmth and relevance at a time when audiences are turning to TV for entertainment in record numbers.”
Richard Warren, Director of Marketing Communications at Lloyds Bank, added: ‘As the UK adjusts to a new normal it has never been more relevant to have those important conversations with our loved ones. At Lloyds Bank, we understand the importance of talking to those closest to us as we navigate through major life stages. Celebrity Gogglebox is a window into the sofa conversations which replicate those happening across the nation and we are thrilled to be working with Channel 4 in sponsoring it.’
The debut series of Celebrity Gogglebox was one of Channel 4’s top five series of 2019, attracting an average audience of 3.7 million viewers per episode and a 17.3 per cent share of audience.
Celebrity Gogglebox’s famous cast includes the return of Denise Van Outen and her partner Eddie; Nick Grimshaw and his niece Liv; Joe Swash and Stacey Solomon; Martin Kemp and son Roman, as well as Gyles Brandreth with newcomer Maureen Lipman. New cast members also include Zoe Ball and her son Woody Cook; Harry Redknapp and his wife Sandra and Nicola Adams and her partner Ella.