TUI has secured a lucrative sponsorship deal for Channel 4’s upcoming season of ‘Married at First Sight UK,’ which is scheduled to return to TV screens later this summer.

The deal, facilitated by Channel 4 Sales and EssenceMediacom, will feature the travel company across E4, Channel 4, as well as the show’s social media platforms and YouTube channel.

Developed by creative agency Leo Burnett UK, the sponsorship spots emphasises the ‘excitement, uncertainty, and trepidation’ the couples face during their first holiday together, connecting directly with TUI’s role as a holiday package provider.

The couples’ journeys will be highlighted throughout the series with idents specifically created for the sponsorship, airing during the reality show’s prime-time ad breaks.

“TUI is MAFS UK’s perfect partner – with both properties offering viewers an escape from the everyday. This deal sees TUI sponsor all the activation touchpoints for the series and showcases the unique scale, reach and innovation which Channel 4 can provide sponsors,” Channel 4 Content Solutions Leader, Rupinder Downie stated.

Sara Ali, TUI UK&I director of brand and content, added: “We are thrilled to be sponsoring Married at First Sight. It’s one of the most talked about shows on TV, and the partnership gives us a unique opportunity to connect with a committed and engaged audience. Aligning with a show that celebrates new beginnings and adventurous journeys is a perfect brand fit for TUI.

“The content we’ve produced perfectly complements the show’s storytelling, bringing to life the excitement, curiosity, and trepidation of a first holiday away together; underpinning our brand’s values and role in these moments.”