Channel 4 has become the new headline sponsor of KISS Breakfast, marking the broadcaster’s first-ever partnership with the Bauer Media radio station. The multi-year sponsorship deal, which kicked off on 27 January, will feature a range of Channel 4 promotions across KISS’s flagship morning show. This includes three 10-second credits every hour from 6am to 10am, Monday through Friday, alongside online content that will adapt to reflect the broadcaster’s shifting marketing priorities.
The sponsorship highlights Channel 4’s “Altogether Different” brand, encapsulating the network’s commitment to offering diverse, public service content that reflects the rich variety of the UK. Through this partnership, Channel 4 will showcase both new and classic programming from its archives, including a blend of popular shows alongside fresh offerings.
Presenters Jordan Banjo and Perri Kiely from the dance group Diversity will spearhead the KISS Breakfast show, bringing their infectious energy to the audience. In addition to discussing their favourite Channel 4 shows each week, Jordan and Perri will also participate in spotlight ads, offering their personal TV recommendations in an entertaining, relatable style. They will also feature prominently in social media promotions, helping drive engagement with Channel 4’s content.
This new deal builds on Channel 4’s successful relationship with KISS, following their collaboration on “The Great KISS Breakfast Bake Off” campaign in October 2024, which promoted Season 15 of the hit Channel 4 show The Great British Bake Off. Iain Walters, Head of Marketing at Channel 4, expressed excitement about the partnership, noting that both KISS and Channel 4 share an audience that values entertainment, trends, and dynamic content. He said, “We’re excited to team up with Jordan and Perri on KISS Breakfast. They’ll bring their listeners recommendations for what to watch or stream from Channel 4’s brilliant lineup of content in their unique and entertaining style.”
Simon Kilby, Managing Director of Bauer Media Advertising, also shared enthusiasm for the deal, stating, “As two of the biggest broadcasters in the UK, we’re thrilled to have Channel 4 as the newest sponsor of KISS Breakfast. This sponsorship is a prime example of how radio and TV can work seamlessly together, amplifying each other’s messages and connecting with audiences who consume media in a variety of ways.”
This innovative partnership demonstrates the evolving synergy between radio and television, offering a creative, integrated approach to engaging young, trend-savvy audiences who love entertainment and seek trusted content across multiple platforms.
