Made in Chelsea in product placement deal with Sony

Sony is set to appear in the new series of E4’s Made in Chelsea, representing the show’s first product placement partnership.

The deal, which will see the Xperia Z1 Compact phone used by six of the cast members, including Spencer and Alex, was brokered by the electronics firm’s media agency, Mediacom, and Channel 4 Sales.

The partnership will also include weekly backstage content available on Channel4.com that will be produced on Xperia handsets. Channel 4 said the additional, short-form content will amplify the on-screen product placement and further illustrate the phone’s features.

Rob Ramsey, partnership leader, Channel 4 said the Made in Chelsea cast are socially active and contemporary making them “ideal brand advocates.”

Catherine Cherry, marketing director for Sony Mobile North West Europe added: “As our brand continues to grow, this type of placement allows broader strategic targeting, accessing a wider and more female demographic.”

The Sony deal is the latest in a spate of brand partnerships with Channel 4. Recently the broadcaster has partnered Kenco with Sunday Brunch and Uncle Ben and Yeo Valley with Jamie’s Fifteen Minute Meals.