Printer brand Brother has been announced as the sponsor of Channel 4’s business programmes, in a deal conceived and negotiated by Carat.
Brother will sponsor Channel 4’s ‘Inspiring Success strand’ shows such as Secret Millionaire, Undercover Boss UK and US, The Intern and new show Bank of Dave, with the deal running through to December.
Joanna Williams, head of marketing at Brother, said: “The Inspiring Success strand is a perfect fit for Brother, as it forms a very strong platform for our ‘At Your Side’ vision for the small business community, which is at the heart of everything we do. It marks a real cornerstone for our branding strategy, as we look to disrupt the printer market with engaging, standout campaigns, that demonstrate how we can support the fantastic ambition we see every day in our business customers.”
The sponsorship forms part of Brother’s brand response strategy, as it gears up to strengthen its printing solutions and products for UK SMEs.
Alex Shepherd, associate director at Carat, added: “This sponsorship provides excellent, sustained reach to a broad professional audience and enables us to position Brother as a trusted, long-term partner for the UK’s growing businesses.”