Tui has become sponsorship partner for the fourth series of Married at First Sight (MAFS) UK on Channel 4.
The travel company will be featured on the reality show on E4 and Channel 4 streaming later this summer, and across E4 and the show’s own social channels, as well as on Channel 4’s YouTube.
Specially produced idents created in location at the Tui Blue Meltemiin in Santorini will feature as part of the agreement.
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Tui UK & Ireland brand and content director Sara Ali said“MAFS is one of the most talked about shows on TV, and aligning with a programme that celebrates new beginnings and adventurous journeys is a perfect brand fit.
“The partnership will connect us with a dedicated fanbase in a culturally relevant way through light-hearted, relatable content that enhances the on-screen story telling.”
Channel 4 content solutions leader Rupinder Downie added: “Tui is MAFS UK’s perfect partner – with both offering viewers an escape from the everyday.
“This deal sees Tui sponsor all the activation touchpoints for the series and showcases the unique scale, reach and innovation which Channel 4 can provide sponsors.”