Subway to sponsor E4’s The Big Bang Theory

Channel 4 today announced a new 12 month partnership with Subway stores that will see the brand sponsor all episodes of E4’s series The Big Bang Theory from February 2018.

The deal was negotiated by 4Sales’ Manchester team and Mediacom Scotland, and marks the first time a quick service restaurant has invested in TV sponsorship with Channel 4.

The partnership extends to All 4 and repeat shows on E4 and also includes new Big Bang Theory prequel series Young Sheldon.

“We are really excited to be working with Channel 4 as sponsors of The Big Bang Theory through 2018 and beyond. It’s a programme with a large and dedicated fan base, and with the launch of Young Sheldon it is going from strength to strength,” said Sacha Clark, marketing director at Subway UK & Ireland.

“We are confident that through this association we will drive brand affinity and deliver our key messages consistently and with impact over the next 12 months.”

To celebrate the launch of the sponsorship, Subway created four different idents, produced by creative agency McCann London, around space and science, staying true to the themes of The Big Bang Theory.

Rupinder Downie, partnership controller, Channel 4 commented: “The Big Bang Theory provides the perfect environment to showcase the Subway brand to E4’s biggest 16-34 year old audience right across the year, with fans looking forward to the much anticipated launch of Young Sheldon.”