Channel 4 signs Gogglebox partnership with Sofaworks

Channel 4 has announced an exclusive sponsorship deal with Sofaworks for its critically acclaimed, awarding-winning series Gogglebox, returning to Channel 4 on Friday nights at 9pm from 7th March, 2014.

The partnership for the third series of Gogglebox, brokered by Channel 4 Sales regional sales force in Manchester and Daniel Ward at Carat North, will see the return of Sofaworks sloth, Neal, who embodies the brand's ethos of 'no hassle, no hot air, no rush'.

The sponsorship creative is produced by TBWA Manchester and will feature Neal as he sits back on his sofa enjoying Gogglebox.

Gogglebox returns with the same highly-opinionated British households, as well as a few new additions. Leon and June, Steph and Dom, the posh couple who like a tipple, hairdressers Christopher and Stephen, and Brixton’s own Sandy and Sandra will all once again share their opinions with the nation as to what's good and bad about the week's television.

Rupinder Downie, Controller, Partnerships at Channel 4, said: "We're delighted to have partnered with Sofaworks to sponsor our popular hit series Gogglebox – they are the perfect brand partner for the show which puts the sofa centre stage".

Jane Hector-Jones, Partnership & Digital Manager at Channel 4, was equally upbeat: "This is a significant partnership for Channel 4 in Manchester developed through our new dedicated partnership and digital resource for the regions introduced to the market last year.

"We will be working closely with Sofaworks and Carat North as we look to activate the campaign beyond the on-air sponsorship and build upon the complementary fit of the Sofaworks brand and one of Channel 4s flagship shows".

Victoria Betts, Chief Marketing Officer at Sofaworks, commented: "This is an exciting partnership and we're delighted to be working with Channel 4. Gogglebox is the perfect fit for our brand, to us a sofa is at the heart of every home and this ethos is reflected in the show's format. This sponsorship deal is an integral part of our ambitious plans for the brand over the coming year".