Sony announced as first product placement partner for Made in Chelsea

Xperia Z1 Compact from Sony is appearing in the brand new series of E4's Made in Chelsea, representing the BAFTA award winning show's first product placement partnership.

The deal was brokered by Sony's media agency Mediacom and Channel 4 Sales and sees six of Made in Chelsea's key cast members, including Spencer and Alex using Xperia Z1 Compact from Sony, in a range of available colours, throughout the series – showcasing the distinct handset's functionality.

The partnership also includes weekly back stage bespoke short form content for Channel4.com. Produced on Xperia Z1 Compact, this additional content serves to amplify the on-screen product placement and further illustrate the phone’s features.

Rob Ramsey, Partnership Leader, Channel 4, said: "Xperia Z1 Compact is a perfect PP partner for Made in Chelsea. The Made in Chelsea cast are socially active, fun loving and contemporary making them ideal brand advocates".

Catherine Cherry, marketing director for Sony Mobile North West Europe, said: "Made in Chelsea perfectly mirrors the target audience for Xperia Z1 Compact. As our brand continues to grow, this type of placement allows broader strategic targeting, accessing a wider and more female demographic.

"The ability to film content using the device is also testament to its power, being the only compact smartphone that doesn't compromise on features".

The partnership with Sony builds on the success of recent collaborations, including Kenco and Sunday Brunch and Uncle Ben's and Yeo Valley's partnership with Jamie's Fifteen Minute Meals – the results of which can be found here.