Channel 4 Sales today announces Simba Sleep as the inaugural sponsor of weekend programming on Channel 4. In a first of its kind partnership, Simba, the sleep technology company British online mattress group, will sponsor content across Channel 4’s linear, streaming and digital platforms in a 19 month deal.
The partnership will see idents run before the start of programmes and in between marketing promos and Channel 4 idents from 5pm on a Friday until midnight, and then all day on Saturday and Sunday from 9 am. This will equate to nearly 2000 ten second idents running across the duration of the campaign.
The idents showcase a range of Simba Hybrid® mattresses, adjustable pillows, and cool tech duvets encouraging viewers to relax and unwind as they settle in to watch television. The creative features a series of viewing personas, including ‘The Controller’, ‘The Snacker’ and ‘The Chiller’, each demonstrating different ways audiences enjoy their favourite programmes from the comfort of Simba products.
The deal was brokered by agency Miroma Founders Network and sees Simba align its quest for quality sleep by reaching audiences as they relax and unwind over the weekend via Channel 4 shows.
Sam Hicks, Head of Advertiser Strategy at Channel 4 said:
“We are pleased to be partnering with Simba to sponsor Weekends on Channel 4. This collaboration connects perfectly with the brand’s aims and with our viewers with many viewers taking time out to relax and enjoy our rich and varied weekend line-up across the whole ecosystem.”
Jonathan Moore, Marketing and E-commerce Director at Simba, said:
“We’re delighted to be working with Channel 4 on this first-of-its-kind weekend partnership. Weekends are when people reset, recharge and spend more time at home, making this a natural space for Simba to connect with audiences. This partnership gives us a brilliant platform to show up in those real-life moments, with products designed to help people feel better rested, ready for the week ahead.”
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About Channel 4
Channel 4 exists to create change through entertainment. Publicly owned yet commercially funded, Channel 4 generates significant and sustainable cultural, economic and social impact across the UK – at no cost to the taxpayer.
The broadcaster’s distinctive remit is set by Parliament, and it has a role to represent unheard voices, challenge with purpose and reinvent entertainment. For more than 40 years, it has been a British success story, engaging generation after generation of young people.
Working with hundreds of creative companies every year, Channel 4 makes a major contribution to the local, regional and national economy, creating and supporting thousands of jobs and businesses across the country.
In 2024, Channel 4 launched its Fast Forward strategy to accelerate its transformation into an agile and genuinely digital-first public service streamer by 2030. It is designed to ensure Channel 4 embraces the generational shift in TV viewing, elevates its impact across the UK and stands out in a crowded market.
From its bases in London, Leeds, Manchester, Bristol and Glasgow, Channel 4 is fully committed to harnessing the power of its regional structure to increase its impact across the UK. Through its training and development initiative 4Skills is opening up opportunities in broadcasting, with a particular focus on disadvantaged young people and addressing skills gaps across the Nations and Regions. 4Skills invests millions in training, development and learning opportunities annually.
Through Film4 Productions, Channel 4 also invests in British filmmakers to huge critical acclaim, producing 43 Oscar wins and 97 BAFTA wins in its history.
About Simba
Simba Sleep (also known as Simba) is an award-winning British sleep tech brand that sells sleep products worldwide online and in store.
Co-founded by Steve Reid, James Cox and the McClements family, Simba Sleep launched in February 2016 and is headquartered in London, UK.
Simba Sleep is an officially accredited B Corporation™ - the gold standard in ethical business - for its sustainability strategy centred on three pillars of people, planet and health.
Simba is committed to reducing its climate and environmental impact through its circular recycling and refurbishment initiatives, accredited ISO 14001 ECO factory, recyclable, and sustainable and toxin-free components.
The original ‘mattress in a box’, Simba Sleep has over 350,000 five-star ratings worldwide and has sold over 1,000,000 high-performance sleep products worldwide, including engineered mattresses, duvets, pillows and weighted blankets, and released a free sleep coaching app available to all.
Simba Sleep first developed its flagship Hybrid® mattress using the body-profiling data from over 10 million people globally, making it the first dual spring and memory foam mattress of its kind in the UK market. Simba Sleep holds a global patent for its conical titanium alloy Aerocoil® spring design.
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