Channel 4 has clinched a £5 million sponsorship deal with haircare company Wella for its Friends programme.
Wella will use the sponsorship credits to support its recently launched ‘Experience’ brand and there will also be opportunities for off-air promotions using cast members. The programme has a high 25-44 ABC1 women profile, providing a good fit with Wella’s target consumers. Wella previously sponsored Baywatch, which was pulled from LWT’s Saturday night schedule last year.
Friends regularly tops Channel 4’s top ten programmes with an audience of around 5 million.
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