Colgate to sponsor E4’s Married at First Sight UK in dazzling new partnership

27 July 2022

Channel 4 today announces Colgate Max White Ultra as the new exclusive sponsor of Married at First Sight UK across linear, digital, and social, marking the biggest and most integrated sponsorship deal of the show to date. 

The sponsorship will spotlight Colgate’s Max White Ultra range during this year’s highly anticipated series on E4 and All 4, including the spin-off show ‘MAFS: Afterparty’. Helping the newlyweds scrub up for their big day, Colgate Max White, Palmolive, and Sanex products will all feature as product placements.  

Extending the sponsorship's reach Colgate will be the show's first-ever branded social sponsor, with the most exciting moments from the series married up with an 18-34 audience through targeted distribution. Activating the partnership off-screen, Colgate has also purchased the rights to use the Married at First Sight UK branding across its social media and website. 

Getting the nation excited for Married at First Sight UK, the sponsorship spots will be created by Recipe. Celebrating the smile, they’ll feature close-ups of dazzling teeth in iconic scenes from the show, such as the Wedding Day and commitment ceremony. 

Married at First Sight UK broadcast in 2021 was E4’s highest rating non-scripted programme ever, consistently pulling in the largest share of young viewers watching any TV channel from 9-10pm when it aired. It was also the third most streamed show on All 4 in 2021.

Channel 4’s commercial arm, 4Sales, was responsible for brokering the deal and matchmaking with Colgate’s media agency Wavemaker.  Wavemaker identified the opportunity as part of Colgate’s wider strategic planning and are additionally responsible for overarching project management.      

Rupinder Downie, Sponsorship & Commercial Partnerships Leader, Channel 4 said: “We’re delighted to welcome Colgate as the new sponsor for one of E4’s most exciting and highly anticipated shows. With such an engaged audience tuning in, Colgate’s integrated sponsorship of Married at First Sight UK is sure to deliver fantastic results for the brand.” 

Rob Marcus, Consumer Experience Director Northern Europe Hub, Colgate Said: ”Max White Ultra Toothpaste is Colgate’s biggest new product launch in 2022. Partnering with Wavemaker we identified weddings as a key trigger moment for people to care more about teeth whitening, so sponsoring Married at First Sight on E4 felt like a no brainer, delivering our most creative & integrated TV & Digital sponsorship to date”

Verra Budimlija, Chief Strategy Officer, Wavemaker UK added: “Marriage is a key life moment where people want to feel their best self, an occasion that matters and a place where Colgate Max White Ultra - and its ability to inspire confidence in your smile - was bound to get a good reception. As a show that already naturally makes viewers across the nation smile, this was a perfect marriage for Colgate right through from sponsorship, product placement and cementing that association through the brand licence. It’s sure to dazzle, and we’re looking forward to seeing it come to life on the big day.”    

Married at First Sight UK is produced by CPL Productions, a Red Arrow Studios company, for E4.