Adobe Announced As Sponsor Of New Channel 4 Game Show

Channel 4 Sales has secured Adobe as the sponsor of The Inheritance, a devious new 12-episode game which sees contestants compete to win a vast fortune from a glamorous benefactor played by Elizabeth Hurley.

The deal will see Adobe sponsor The Inheritance on Channel 4 across linear and streaming when the show launches later this summer. It also includes social sponsorship of the programme's clips on TikTok and Instagram, as well as licencing of the programme brand for off-screen activations. Adobe Express, Adobe's easy-to-use content creation app, will be featured as part of the sponsorship.

Creative idents for the brand will appear throughout episodes, voiced by Rob Rinder, who plays the executor of Hurley’s estate. Set in a grand, stately home, the idents feature sweeping shots of lavish interiors, suspenseful exchanges, and playful nods to the high-stakes nature of the show – all subtly integrated with Adobe Express branding.

The partnership with Channel 4 was negotiated by media agency Zenith UK, with the idents produced by Dentsu Creative.

Sam Hicks, Head of Advertiser Strategy, Channel 4 said: "The Inheritance is a highly anticipated series coming to Channel 4 this summer, and we’re delighted to partner with Adobe to harness the excitement around the show. Channel 4's programming enables brands to reach wide audiences and drive brand impact, while providing the perfect canvas for creative, memorable idents to shine."

www.channel4.com