Advanced Television

Channel 4 announces Fred Olsen Cruise Lines sponsorship

December 19, 2024

Channel 4 is teaming up with Fred Olsen Cruise Lines, as the cruise ship holiday brand becomes sponsor of the broadcaster’s escapism content, such as Four in a Bed and Perfect Pub Walks.

Commencing from January 1st 2025, the partnership will see Fred Olsen Cruise Lines sponsor iconic content during Channel 4’s escapism lineup, which also includes shows such as Matt Baker: Travels with Mum and Dad, 2 Men on a Bike and Popmaster TV.

The partnership will extend across all of Channel 4’s linear and digital escapism programming, with Fred Olsen Cruise Lines’ idents also appearing across Channel 4’s Facebook, Instagram and TikTok pages. The partnership includes use of a Channel 4 lock-up logo for the duration of the deal.

The sponsorship was developed with marketing agency Accord and creative agency Blunt House. The deal marks a return to sponsorship of Channel 4 content for Fred Olsen Cruise Lines, having previously sponsored Life in the Sun between 2019 to 2022.

Rupinder Downie, Content Solutions Leader at Channel 4, commented: “Partnering with Fred Olsen Cruise Lines underlines the rich appeal of Channel 4 Sales’ commercial solutions. As our viewers tune in to our escapism shows, the idents will help them to unwind further by giving them a glimpse of life on the waves with Fred Olsen Cruise Lines. We’re delighted to have them back on board as a returning sponsor and on viewers’ screens once again.”

Holly Goddard, Head of Brand Marketing at Fred Olsen Cruise Lines, said: “We’re pleased to announce our 2025 sponsorship with Channel 4, as we know from experience that together we can help increase our brand exposure. Our guests are adventurous, and love to get into the heart of destinations; by sponsoring with Channel 4, we can’t wait to reach a wider audience and showcase everything that makes cruising with Fred Olsen special.”

Jo Bruton, Senior Client Director at Accord Marketing, added: “After a highly successful campaign in August and September, which saw increased investment across the Channel 4 portfolio, we are thrilled to extend this into a 12-month partnership. Fred Olsen’s sponsorship of Channel 4’s Escapism programming is a perfect fit, aligning seamlessly with Fred Olsen’s passion for inspiring journeys and unforgettable experiences.”

Categories: Advertising, Articles, Broadcast

Tags: ,