Channel 4 Sales announces UK online pension provider, PensionBee as the new sponsor of weather programming on Channel 4, marking the pension company’s first TV sponsorship with the broadcaster.
The 18-month partnership will see PensionBee sponsor weather programming across Channel 4 television channels. The partnership aims to reach viewers up and down the UK, delivering a series of branded idents to engage audiences, come rain or shine. The deal was brokered by media agency Ad Astra Advertising while the idents were created by Wildish & Co.
Mark Watts, Sales Leader: Nations and Regions at Channel 4, said:
“We’re delighted to be partnering with PensionBee to sponsor Channel 4’s weather programming. The idents across our channels provide a natural opportunity to connect preparing for the weather ahead with planning for the future. It has been a pleasure collaborating with PensionBee and Ad Astra Advertising, and, together with the creativity of Wildish & Co, we’re excited to launch this partnership.”
Jasper Martens, CMO at PensionBee, said:
“We’re delighted to launch our new partnership with Channel 4 Weather. Just like checking the outlook for the days ahead, great planning is all about building simple habits, and nothing is more routine than checking the forecast. Channel 4 Weather is a staple of British daily life, and we’re incredibly excited to bring our message of retirement confidence to millions of viewers across the UK, helping them prepare for their futures – come rain or shine.”
Rachel Douglas, Co-Founder at Ad Astra Advertising, said:
“Built on the theme of preparation, we’ve loved working with PensionBee to bring this sponsorship to life. As the weather forecast helps people plan for their week, PensionBee helps customers prepare for the years ahead. Channel 4 Weather provides a consistent and trusted platform that allows us to engage with audiences on a national level. We’re incredibly excited to see this partnership come to life.”
This sponsorship aligns with Channel 4’s strategy to deliver high-quality campaigns across TV, streaming, sponsorship, and branded entertainment.
