New deal from January

Tesco Whoosh is to be the new sponsor of its comedy on Channel 4.

From January, the brand – the supermarket’s rapid delivery service – will will sponsor around 90 hours of premiere programming across Channel 4, E4 and More 4 as well as featuring on social platforms.

It will cover new shows such as Taskmaster, The Last Leg, 8 out of 10 Cats Does Countdown and I Literally Just Told You as well as streaming archive programming  such as Peep Show, The Inbetweeners, Derry Girls, Spaced and Friday Night Dinner.

Rupinder Downie, sponsorship and commercial partnerships leader at Channel 4, said: ‘This sponsorship opportunity promises year-round value. Channel 4 is renowned as the home of comedy, boasting a coveted audience of young and upscale viewers. 

‘With our ability to offer brands presence on YouTube and Meta platforms, allied to a quality line-up of programming, this deal highlights once again why Channel 4 is the best partner to do business with."

Lauren McGurran, business director of Tesco planning with EssenceMediacomm which brokered the deal, said: ‘Opportunities like this are perfect for building Tesco’s reputation as one of the UK’s most beloved supermarkets and engaging with new consumers. 

‘Channel 4 comedy has a reputation for producing some of the funniest content on television, and this sponsorship, including presence on the channel’s social media platforms, will provide Tesco with new, innovative ways to break through to younger audiences.’

Published: 14 Dec 2023