Advanced Television

iD Mobile sponsors E4 Bright Entertainment

May 1, 2024

Following growth in customer acquisition over the last few years, iD Mobile (subsidiary of Currys PLC) is looking to make further strides in the highly competitive Mobile market by reaching new audiences at scale via a newly agreed partnership with Channel 4 Sales.

As of May 1st, iD Mobile will be sponsoring ‘E4 Bright Entertainment’, providing the brand a perfect way to reach their core audience whilst keeping them top-of-mind at key periods throughout the year via the “always on” nature of the property.

Brokered and managed by SPP Media and Spark Foundry, ‘E4 Bright Entertainment’ will see iD sponsor award-winning, light-hearted, and engaging content such as Modern Family, The Big Bang Theory and Brooklyn Nine-Nine.

The partnership will also provide a high impact and high reach platform for iD to launch their revamped visual identity over the coming months. As part of this, iD’s newly appointed creative and PR agency, Trouble Maker, has also been commissioned to create bespoke idents to complement a wider comms platform being crafted for the brand. The sponsorship idents, which are currently in development, will also feature voice-over from beloved UK actor and comedian – Matt Berry. He’ll lend his wry tones and sense of parody to the project, aligning to iD’s sense of fun and E4’s unmissable entertainment.

Rupinder Downie, sponsorship and commercial partnerships leader, Channel 4 Sales, said: “The partnership continues the delivery on Channel 4’s Fast Forward strategy, underlining ourleadership in creating innovative opportunities for brands. Having worked together in 2019, it is great to build on our relationship with iD Mobile with this sponsorship. ‘E4 Bright Entertainment’ is a well-known and respected programming offering amongst younger viewers – and we look forward to generating significant reach for iD Mobile amongst this commercially receptive audience.”

Lewis Henry, Customer and Marketing Director at iD Mobile said: “Partnering with Channel 4 to sponsor ‘E4 Bright Entertainment’ is an exciting new chapter for iD Mobile. We’ve always had ambitious marketing plans, geared towards driving awareness of the iD brand. So, the opportunity to partner with Channel 4 again, and the diverse programming on offer, presents us with the perfect way to reach people of all ages at scale as we roll out our refreshed brand platform. E4’s mix of light-hearted, feel-good content seemed like the natural choice to help us connect with the nation at a time when we could all benefit from a little boost, and we’re excited to see what the partnership brings.”

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