Channel 4 Extends Partnership With Ford For Documentary Sponsorship

Channel 4 Sales has announced a new two-year deal with Ford to continue as the headline sponsor of Channel 4 Documentaries, extending the collaboration from January 2026 through December 2027.

The renewed partnership builds on a successful relationship that began in 2021, with Ford's branding set to appear across broadcast, streaming, and a dedicated Channel 4 Digital fund for activations on social media platforms.

Under the deal, Ford will sponsor nearly 300 hours of new peak-time documentary and factual programming across Channel 4 and More4, in addition to a wide range of on-demand content on Channel 4 Streaming, including The Jury: Murder Trial and To Catch a Copper. The agreement was facilitated with support from Ford’s media agency, WPP Media's Mindshare.

Sam Hicks, Head of Advertiser Strategy at Channel 4, said: "We're delighted to extend our partnership with Ford, a brand that has a track record of sharing our commitment to innovation and storytelling. Our Sales strategy connects brands with the power of TV, ensuring Ford remain central to our audiences and the UK’s most-watched factual programming and high-quality documentaries."

www.channel4.com