Channel 4 Partners With Dunelm

Channel 4 has announced a new, year-long partnership with Dunelm.

The partnership will see the British home furnishings retailer sponsor the broadcaster’s award-winning dating series First Dates, First Dates Hotel and First Dates Abroad.

As one of the most popular programmes on TV among 16-34-year-old viewers, the major new partnership will see sponsorship run across all episodes of the show in 2020, which will return to screens on Thursday 13th February at 10pm.

The partnership was brokered by Goodstuff and 4Sales and marks the first time Dunelm has sponsored Channel 4 content.

The sponsorship idents, from creative agency Mullen Lowe, invites viewers to imagine a world where home products enjoy that joyously awkward, fun and nerve-racking experience of dating. Like the show itself which believes there is someone out there for everyone, the creative idents show how Dunelm has products that suit every person's style.

This is shown by tapping into relatable dating moments as inspiration, resulting in witty, charming and amusing films delivered by everything from kettles to cushions.

Dunelm has also acquired licensing rights for the programme as part of the deal, which will allow brand activation in store, the use of First Dates assets within sponsorship idents, online and social video content on the broadcaster's social pages.