Channel 4 announces new sponsor and brand partner for Made in Chelsea

25 March 2019

Channel 4 today announces a new commercial deal for Made in Chelsea in 2019 including sponsorship from Sensodyne UK and a brand partnership with online fashion retailer, Never Fully Dressed (NFD), which both launch tonight.

The sponsorship deal with Sensodyne, a GlaxoSmithKline consumer healthcare brand, was secured between 4Sales and Publicis Media Agency. It will run across all series in 2019 as well as repeats across all platforms, including All 4.

In a deal brokered in Manchester by Media Agency Group and 4Sales, Made in Chelsea cast members Sophie Habboo, Melissa Tattam and Sophie Hermann will wear Never Fully Dressed clothing in the new series of the BAFTA-award winning show and will post about the brand across their social channels. This is Made in Chelsea’s first fashion partnership and will continue for the rest of 2019. The deal was agreed working in collaboration with producers at Monkey and NBCUniversal International Studios.

Lucy Aylen, Founder, Never Fully Dressed, said: “The partnership encapsulates the aspirational yet achievable sweet spot that NFD dominates in the market. It’s a fresh way to build on the existing relationship we have with the talent, and the advert elevates our creative in a new way for us. All very exciting.”

The deal also includes a contextual advertising campaign where the cast members will appear in an ad for Never Fully Dressed running during Made in Chelsea on linear, on E4 and on-demand on All 4. Viewers served the ad on All 4 will be able to shop the fashions as they appear on screen.

Jonathan Lewis, Head of Digital Innovation & Partnerships, Channel 4, said: “This partnership marks a new phase in our integrated offering to brands who want to reach young people within their favourite shows.  Being able to “shop the ads” on All 4 means we can offer a fully integrated experience for retailers who want to take advantage of Channel 4’s unrivalled youth audience.”

Series 17 of Made in Chelsea starts at 9pm on E4 on Monday 25th March 2019.  Made in Chelsea is produced by Monkey, an NBCUniversal International Studios company. 

Dominic Burns, SVP Brand Management and Commercial, NBCUniversal International Studios said: “We look forward to working with Never Fully Dressed and Channel 4 in this exciting year for Made in Chelsea. The show has never been stronger, and this deal is a fantastic example of a multi-faceted partnership that Made in Chelsea is uniquely placed to promote.”   

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About Channel 4

Channel 4 is a publicly-owned yet commercially-funded public service broadcaster and has a remit to be innovative, experimental and distinctive. Its public ownership and not-for-profit status ensure all profit generated by its commercial activity is directly reinvested back into the delivery of its public service remit. As a publisher-broadcaster, Channel 4 is also required to commission UK content from the independent production sector and currently works with around 300 creative companies across the UK every year. In addition to the main Channel 4 service, its portfolio includes: E4, More4, Film4, 4Music, 4seven, Channel4.com and digital service All 4.