Tui has become the sponsor for Channel 4’s Married at First Sight Australia.

The travel company, which already sponsors Married at First Sight UK, will back both shows throughout 2025.

As part of the new agreement, Tui will produce sponsorship content for broadcast and social media platforms, including TikTok, Facebook, YouTube, and Instagram.

Meanwhile, the deal also includes a licensing package for both versions of the show and the exclusive use of ad pause for streaming the programs.

Sara Ali, Tui UK&I’s director of brand and content, said: “We’re looking forward to building on the success of year one with the first ever dual sponsorship of ‘Married at First Sight UK’ and Australia, embedding the TUI brand more strongly into the ‘Married at First Sight’ community and further extending our audience reach.

“The sponsorship has been successful from both a media buying and awareness perspective, exceeding our benchmarks for recall and consideration.”