Colgate becomes first sponsor of E4’s Married at First Sight UK

News in brief

Colgate Max White Ultra will be the exclusive sponsor of Married at First Sight UK across linear, digital and social.

Channel 4 said this was the biggest and most integrated sponsorship deal of the show to date.

The deal includes product placements of Colgate Max White, Palmolive and Sanex products on the series on E4 and All 4, as well as spin-off show MAFS: Afterparty.

Colgate will be the show’s first branded social sponsor and has purchased the right to use Married at First Sight UK branding across its social media and website. It will use the most exciting moments from the series on socials to reach an 18- 34 audience through targeted distribution.

The sponsorship was brokered by media agency Wavemaker and 4Sales.

Married at First Sight UK in 2021 was E4’s highest rating non-scripted programme ever and the third most-streamed show on All 4 in that year.