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Colgate To Sponsor Married At First Sight UK

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Channel 4 has announced that 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.

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