Channel 4 Sales has today announced a deal with globally leading home security brand Verisure to exclusively sponsor Channel 4’s latest social experiment series, Apocalypse.
The sponsorship will launch alongside the programme on Sunday 13 September, running across Channel 4 and Channel 4 streaming.
Apocalypse will see a group of ordinary people face an extraordinary challenge: surviving for 28 days in a real-world abandoned town that bears the hallmarks of an apocalyptic event.
With no running water, heating or electricity, the group must rely on their resourcefulness to find food, source supplies and repurpose whatever they can to survive. The experiment will test their resilience, practical skills and ability to adapt in an extreme environment.
The partnership was brokered by Bicycle London, marking both the agency and Verisure’s first sponsorship deal with Channel 4 Sales.
Sam Hicks, Head of Advertiser Strategy at Channel 4, said:
“Apocalypse is exactly the kind of bold, distinctive content that creates meaningful opportunities for brands to connect with audiences. Verisure’s focus on protection, preparedness and resilience makes this partnership a natural fit; from surviving an abandoned town to keeping your own home safe and secure. We’re excited to work with Verisure and Bicycle London to bring this sponsorship to life across Channel 4’s linear and streaming platforms.”
Emily Don, Head of Brand at Verisure, said:
“We’re delighted to partner with Channel 4 on Apocalypse, a programme that explores the importance of feeling safe and secure at home, and the choices we make to protect the people who matter most. As a brand dedicated to protecting homes and families, the themes at the heart of the series strongly resonate with us. We’re excited to be part of this unique social experiment and to join Channel 4 audiences as they follow the participants on their journey.”
Hannah Saunders, Business Director at Bicycle London, said:
“Channel 4's Apocalypse provides the perfect launchpad for Verisure's first-ever sponsorship, allowing us to reach a highly engaged audience whilst aligning a premium product with premium content. We're excited to see both the show and the sponsorship in equal measures!”
ENDS
Notes to editors:
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 Verisure
Verisure is the global leader in professionally monitored security services by customers served, with a market-leading presence across Europe and Latin America.
Every day, our dedicated teams use leading technology to Deter, Detect, Verify and Intervene to protect ~ 6.3 million families and small businesses from intruders, fire, and health emergencies across 18 countries.
With over 35 years of insights, experience and innovation, Verisure is known for category-creating marketing, sales excellence, innovative products and services, and customer-centricity.
Our mission is to give our customers peace of mind by protecting what matters most to them. We believe that everyone has the right to feel safe and secure.
Thanks to a strong focus on high-quality service, we aim to have the most satisfied and loyal portfolio of customers in the industry. We estimate that we have some of the strongest growth and retention rates globally in consumer-facing services, which demonstrates our commitment to exceptional service levels and strong value proposition for our customers.
For more information, visit www.verisure.co.uk
Channel 4 begins major transformation strategy to prioritise content investment, grow impact and secure long-term sustainability
Channel 4 and Maggi partner to serve up new batch of recipes celebrating connection through food
The Great British Bake Off 2026: Meet the Bakers
Ordinary People Face the Ultimate Test in Channel 4's New Modern Survival Series Apocalypse