OnePlus seals first UK TV sponsorship in Crystal Maze deal

One of OnePlus 5's Idents

Channel 4’s Crystal Maze reboot has announced a main sponsor in smartphone producer OnePlus, a position from which the Chinese firm is looking to display the capabilities of its dual action camera.

The Richard Ayoade fronted show returns Friday 23 June at 9pm on Channel 4 and will feature indents throughout 20 hour-long episodes, including celebrity specials. As a much anticipated property with a comedic presenter whose had successes on the network before with appearances on IT Crowd, Big Fat Quiz and more to his name.

David Sanmartin, head of marketing Europe at OnePlus said: “We are proud and excited to be sponsoring such an iconic show’s return to Channel 4. The Crystal Maze has such a strong affinity for ourselves and our users.”

Rupinder Downie, partnerships controller, Channel 4, added: “We’re thrilled to provide OnePlus with the perfect prime time platform for their TV sponsorship debut in the UK, enabling them to tap into Channel 4’s Friday night audience as they tune in to the highly anticipated return of The Crystal Maze.”

OnePlus’ first UK TV sponsorship was negotiated by 4 Sales’ group partnerships manager Matt Waller.

The show originally aired from 1990 to 1995.

John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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