Cheers! Channel 4 Sales and Pernod Ricard UK toast new sponsorship deal, brokered by MGOMD, for E4 prime entertainment

2 July 2024

Channel 4 Sales has secured Pernod Ricard UK as sponsor of E4’s prime entertainment strand, with well-known wine brands Castillo De Ibiza, Brancott Estate, Campo Viejo and Greasy Fingers, on air from 1 July.

The creative will be present across E4 and Channel 4 streaming and demonstrates Channel 4’s unique capability for brands to tap into the younger skewing audience with 3.6% of viewing to E4 coming from 18-24s compared with the Commercial TV average of 1.8%.*

Tying in with popular E4 titles, this sponsorship will showcase four different Pernod Ricard’s wines: Castillo De Ibiza Rosé, Brancott Estate Sauvignon Blanc, Campo Viejo  Tempranillo and Greasy Fingers, the newest addition to the  portfolio carefully crafted to cut through greasy food and provide the perfect match for gourmet fast food.

Just as the content airing between 6 – 11 pm on E4 prime entertainment taps into human connection, these adverts will also look to demonstrate the importance of shared moments spent at home with friends and family.  

Media agency MGOMD negotiated the partnership and is responsible for managing the deal activation alongside Channel 4 Sales.

Rupinder Downie, Content Solutions Leader at Channel 4 says: “With over 30 million registered users on Channel 4 streaming as well as those tuning into our broadcast channels this partnership highlights the opportunities we can offer brands worldwide. We are delighted to raise a glass with our colleagues at Pernod Ricard UK and help them reach millions of British viewers with their new products. Cheers to that!“

Lucy Bearman, Wine and Champagne Portfolio Director at Pernod Ricard UK says: “This partnership is extremely exciting for us as it places our brands in the heart of the home, where we know our consumers enjoy spending time with family friends, sharing a bottle of wine in front of the TV. The year-long deal was a strategic decision to ensure longevity and frequency of message, and Channel 4’s ethos to create rich, diverse content pairs perfectly with our portfolio of both household brands, such as Campo Viejo and Brancott Estate, as well as our new disruptive wines Castillo de Ibiza and Greasy Fingers.”

 

Ria Burke, Partnerships Manager at MGOMD says: “After research and insight, we identified this opportunity as one that could provide competitive advantage. This sponsorship is a great opportunity to maximise impact and integrate into the E4 schedule, as well as Channel 4 Streaming, consistently across a range of contextually relevant and enjoyable programming on E4. We can't wait for the sponsorship to go live this Summer.”

 

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Notes to Editor

* Source: BARB, 1st Jan – 9th June 2024, Base = 18+