Channel 4 Sales has successfully secured Furniture Village as the new sponsor for the Quality Entertainment strand, which will be broadcast across several popular UKTV and Warner Bros. Discovery channels. Starting today, 22 August, this strategic partnership will see Furniture Village’s brand featured alongside over 2,600 hours of premium content on channels such as Alibi, Eden, Gold, U&W, U&Drama, Really, and HGTV.
The sponsorship deal, brokered in collaboration with media agency TMWI, highlights Channel 4 Sales’ ongoing role as the exclusive ad sales representative for the UKTV portfolio and a key sales partner for Warner Bros. Discovery channels. This move follows the recent announcement of eHarmony’s sponsorship of ‘Summertime Entertainment’ on the same networks, further cementing Channel 4 Sales’ reputation as a leading representative for media owners.
Rupinder Downie, Content Solutions Leader at Channel 4, expressed enthusiasm about the new partnership: “Furniture Village is a perfect sponsor for the Quality Entertainment strand across these channels. Through these deals, we continue to build on our reputation as a leading sales representative for media owners.”
Claudia Cooper, Multichannel Director at Furniture Village, echoed this sentiment, stating: “We’re excited to partner with UKTV and Warner Bros. Discovery to sponsor Quality Entertainment across their channels. This collaboration represents a unique opportunity to align with brands that share our commitment to quality and creativity. Through this partnership, we can connect with a wider audience who appreciate design and quality, driving growth and supporting our mission to deliver stylish, comfortable furniture for the whole home.”
Sarah Goldman, Director of Advertising at UKTV, also commented on the deal’s significance: “We are delighted to be partnering with Furniture Village in a new deal which underlines the effective and trusted route brands can find to their target audiences through our high-quality content on Alibi, Eden, Gold, U&W, and U&Drama.”
This partnership continues a trend of innovative sponsorships by Channel 4, which earlier this year included a £3 million advertising airtime giveaway to homeware brand Fy. This approach reflects Channel 4’s commitment to diversifying revenue streams and providing brands with the opportunity to reach highly relevant audiences through targeted programming such as ‘Grand Designs.’
With this sponsorship, Furniture Village aims to further solidify its presence in the UK market, connecting with a broader audience and reinforcing its brand message of quality and design excellence.
