Reality show ‘The Circle’ announces new sponsor for second series

Pictured: Emma Willis, host of The Circle

Mazuma mobile has been announced as the new sponsor of The Circle, Channel 4’s reality gameshow series, when it returns to screen this autumn for its second season.

This will be Mazuma’s first venture into TV sponsorship, with the partnership negotiated by 4sales’ Nations and Regions in Manchester and media agency Love Sugar Science.

The sponsorship will see a series of Mazuma Mobile idents, created by Diagonal View, wrapped around the extended new series of the show set to be hosted by Emma Willis.

Commenting on the news, head of marketing at Mazuma Andy Cruxton said: “This is a really exciting time for our business. We have invested significantly into creating a product and portfolio that sets new standards for the used devices market. The synergy between what we offer and how The Circle’s audience view and interact with the show was obvious. We can’t wait to see the show launch for season 2!”

The Circle’s first series was Channel 4’s most popular new factual entertainment series for young viewers in 2018, becoming its youngest profiling show since 2012 with an average of profile of 49.4% 16-24s.

On All 4, The Circle was also the biggest new original commission launch since 2012, with over 10 million views.

Rupinder Downie, partnership controller at Channel 4 added: “Mazuma is the perfect partner for our young skewing game show which plays out almost entirely over social media. We’re thrilled that Mazuma has chosen The Circle for its first foray into the powerful medium of sponsorship.”