Tui is extending its Married at First Sight partnership with an agreement to sponsor the Australian version of the reality TV show.
Currently the sponsor of the Channel 4 series Married at First Sight UK, Tui has expanded its deal with Channel 4 Sales to sponsor Married at First Sight Australia.
Tui sponsored the ninth series of Married at First Sight UK last year and will now sponsor Married at First Sight UK and Married at First Sight Australia content throughout 2025.
This includes series 12 of Married at First Sight Australia, airing on Channel 4 from March 3; Series 10 of MAFS UK which is set return in the autumn; plus back catalogue series of both formats on Channel 4 Streaming.
The new deal marks the first joint sponsorship of both hit series, which are the top two most viewed titles on Channel 4’s streaming platform in 2024, drawing in record views.
The partnership includes broadcast sponsorship and social sponsorship across TikTok, Facebook, YouTube and Instagram.
Sara Ali, Tui UK and Ireland director of brand and content, said: “We’re looking forward to building on the success of year one with the first ever dual sponsorship of MAFS UK and Australia, embedding the Tui brand more strongly into the MAFS community and further extending our audience reach.
“The sponsorship has been successful from both a media buying and awareness perspective, exceeding our benchmarks for recall and consideration.
“Our creative purposely leans into our playful side which not only fits well with MAFS, but also looks to provide consumers with some light relief during times which can feel a little uncertain.
“We know the importance of holidays within relationships and the nervousness and excitement of that first milestone getaway as a couple and are very happy to be renewing our MAFS vows.”
Rupinder Downie, content solutions leader at Channel 4, added: “We are delighted to see the return of Tui to Married at First Sight.
“The extended cross platform partnership highlights our ability to deliver impact for brands, reaching key audiences, for whom Married at First Sight is an essential TV show.”