The Daily Mirror‘s Pride of Britain and Pride of Scotland Awards have a new headline partner for the first time in 9 years.
P&O Cruises, a subsidiary of Carnival Corporation, will be the new headline partner of the events from 2025. It replaces TSB, which had been the headline sponsor since 2015.
The new three-year partnership was brokered by WPP media agency Wavemaker UK. It will see the Daily Mirror and P&O Cruises unite to celebrate at both the London and Glasgow events, held in the autumn and spring of each year respectively.
In addition, the partnership includes a deal to publish branded P&O Cruises content and digital media on Reach brands Mirror, Express and OK!, as well as regional Reach titles.
“We’ve been very lucky to work extremely collaboratively with fantastic partners over the years and we’re excited to start the next part of that collaboration journey with P&O Cruises,” said Mirror editor-in-chief Caroline Waterston. “Together, we will continue to celebrate real heroes on an epic scale for many years to come.”
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Carnival UK and P&O Cruises president Paul Ludlow added that the company was “immensely proud” to partner with the Pride of Britain and Pride of Scotland Awards, given their recognition and celebration of “the extraordinary achievements of everyday heroes”.
He continued: “These individuals embody the best of British values and it is a privilege to be part of a journey that celebrates their incredible contributions to society.”
The 2024 Pride of Britain Awards were held on Monday and broadcast on Thursday night on ITV. They celebrate the UK’s unsung heroes by recognising “ordinary people who do extraordinary things”.
Carol Vorderman has hosted the event every year since its founding and was joined by co-host Ashley Banjo from 2021.
Wavemaker UK content lead Monica Newell called the Pride of Britain Awards a “unique opportunity” to build on “strong shared values around extraordinary moments”.
She added: “The partnership between P&O Cruises and Pride of Britain is truly authentic, with multiple opportunities to engage audiences across the year.”
