Channel 4 Sofaworks Gogglebox

Sofaworks and Channel 4 agree Gogglebox season 3 sponsorship deal


By Gillian West, Social media manager

February 26, 2014 | 2 min read

Sofaworks and Channel 4 have penned a deal which sees the retailer sponsoring Gogglebox when it returns to screens on Friday 7 March.

Brokered by Channel 4 Sales regional sales force in Manchester and Daniel Ward at Carat North the partnership for the third series sees the return of Neal the Sofaworks sloth who embodies the brand’s ‘no hassle, no hot air, no rush’ ethos.

“This is a significant partnership for Channel 4 in Manchester developed through our new dedicated partnership and digital resource for the regions introduced to the market last year,” said Jane Hector-Jones, partnership and digital manager at Channel 4.

“We will be working closely with Sofaworks and Carat North as we look to activate the campaign beyond the on-air sponsorship and build upon the complementary fit of the Sofaworks brand and one of Channel 4's flagship shows.”

Victoria Betts, chief marketing officer at Sofaworks added: “This is an exciting partnership and we’re delighted to be working with Channel 4. Gogglebox is the perfect fit for our brand – to us a sofa is at the heart of every home and this ethos is reflected in the show’s format. This sponsorship deal is an integral part of our ambitious plans for the brand over the coming year.”

Sponsorship creative will be produced by TBWA Manchester and features Neal enjoying Gogglebox from his Sofaworks sofa.

Channel 4 Sofaworks Gogglebox

Content created with:

Carat Manchester

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