Colgate says ‘I do’ to E4’s Married at First Sight UK sponsorship

Smiles all round as the new partnership is a match made in heaven, marking the show’s biggest deal to date.

Channel 4 has appointed Colgate Max White Ultra as the new exclusive sponsor of Married at First Sight UK, across linear, digital, and social. This is the biggest and most integrated sponsorship deal of the show to date. 

The sponsorship will spotlight Colgate’s Max White Ultra range during this year’s series on E4 and All 4, including the spin-off show ‘MAFS: Afterparty’. Helping the newlyweds scrub up for their big day, Colgate Max White, Palmolive, and Sanex products will all feature as product placements.  

Colgate will be the show's first-ever branded social sponsor, with the most exciting moments from the series targeting an 18-34 year-old audience. Activating the partnership off-screen, Colgate will use the Married at First Sight UK branding across its social media and website. 

Married at First Sight UK broadcast in 2021 was E4’s highest rating non-scripted programme ever. It was also the third most streamed show on All 4 in 2021.

Getting the nation excited for Married at First Sight UK 2022, the sponsorship spots will be created by agency Recipe. For smiles all round, they’ll feature close-ups of dazzling teeth in iconic scenes from the show, such as the Wedding Day and commitment ceremony. 

Rob Marcus, Consumer Experience Director Northern Europe Hub, Colgate said: ”Max White Ultra Toothpaste is Colgate’s biggest new product launch in 2022. Partnering with Wavemaker we identified weddings as a key trigger moment for people to care more about teeth whitening, so sponsoring Married at First Sight on E4 felt like a no brainer, delivering our most creative & integrated TV & Digital sponsorship to date” 

Channel 4’s commercial arm, 4Sales, was responsible for brokering the deal and matchmaking with Colgate’s media agency Wavemaker.