Channel 4 Sales has secured a two-year deal with Ford as the headline sponsor of Channel 4 Documentaries, extending their partnership from January 2026 to December 2027.
The deal continues a successful collaboration between both parties that began in 2021, with Ford’s branding set to feature across broadcast, streaming, and a dedicated Channel 4 Digital pot for activations on social platforms.
The partnership will see Ford sponsor nearly 300 hours of new peak-time documentary and factual programming across Channel 4 and More 4, as well as a wealth of on-demand content on Channel 4 Streaming including The Jury: Murder Trial and To Catch a Copper.
The deal was brokered with the support of WPP Media’s Mindshare, Ford’s media agency.
Sam Hicks, Head of Advertiser Strategy, Channel 4, said: “We’re delighted to extend our partnership with Ford, a brand that has a track record of sharing our commitment to innovation. Our Sales strategy connects brands with the power of TV, ensuring Ford remain central to our audiences and the UK’s most-watched factual programming and high-quality documentaries”
Claire Killwick, Head of Communications, Ford UK & Ireland, said: “We are pleased to extend our partnership with Channel 4 Documentaries for another two years. This collaboration is a natural fit for Ford, as we share a commitment to innovation and supporting narratives that resonate with a diverse and engaged audience across the UK.”
Black in Business Returns for a Third Time offering £200,000 in Channel 4 Advertising Airtime, in partnership with Lloyds
Plum Pictures sets out future with three new commissions from Plum Brighton and Plum Bristol
Ian Katz to Step Down as Channel 4’s Chief Content Officer
Channel 4 releases first look images for brand new comedy Make That Movie starring Sam Campbell