Channel 4 Sales today announces UK online pension provider PensionBee as the new sponsor of weather programming on Channel 4, marking the pension company’s first TV sponsorship with the broadcaster.
The 18-month partnership will see PensionBee sponsor weather programming across Channel 4 television channels. The partnership aims to reach viewers up and down the UK, delivering a series of branded idents to engage audiences, come rain or shine.
The deal was brokered by media agency Ad Astra Advertising while the idents were created by Wildish & Co.
Mark Watts, Sales Leader: Nations and Regions at Channel 4, said:
"We’re delighted to be partnering with PensionBee to sponsor Channel 4’s weather programming. The idents across our channels provide a natural opportunity to connect preparing for the weather ahead with planning for the future.
It has been a pleasure collaborating with PensionBee and Ad Astra Advertising, and, together with the creativity of Wildish & Co, we’re excited to launch this partnership."
Jasper Martens, CMO at PensionBee, said:
"We’re delighted to launch our new partnership with Channel 4 Weather. Just like checking the outlook for the days ahead, great planning is all about building simple habits, and nothing is more routine than checking the forecast. Channel 4 Weather is a staple of British daily life, and we’re incredibly excited to bring our message of retirement confidence to millions of viewers across the UK, helping them prepare for their futures – come rain or shine."
Rachel Douglas, Co-Founder at Ad Astra Advertising, said:
“Built on the theme of preparation, we’ve loved working with PensionBee to bring this sponsorship to life. As the weather forecast helps people plan for their week, PensionBee helps customers prepare for the years ahead. Channel 4 Weather provides a consistent and trusted platform that allows us to engage with audiences on a national level. We’re incredibly excited to see this partnership come to life.”
This sponsorship aligns with Channel 4’s strategy to deliver high-quality campaigns across TV, streaming, sponsorship, and branded entertainment.
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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 PensionBee
PensionBee is a leading online retirement savings provider, supporting 315,000 customers with £8 billion of pension assets. Its mission is to build retirement confidence so that everyone can enjoy a happy retirement.
The PensionBee Retirement Planner is an interactive tool that estimates how long a pension pot could last, based on factors like how much is being saved and how many years until retirement. It helps investors: think about the lifestyle they want to live in retirement; see if their current savings are on track; and make informed decisions about how they’re going to reach their goals.
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