Virtual network operator iD Mobile will sponsor E4 Bright Entertainment from today (1 May), in a landmark new deal secured by Channel 4 Sales.
Brokered and managed by SPP Media and Spark Foundry, the deal will see iD Mobile sponsor award-winning content from E4 Bright Entertainment including Modern Family, The Big Bang Theory and Brooklyn Nine-Nine.
It comes as Currys subsidiary iD Mobile looks to reaching new audiences at scale and make a mark in the highly competitive telecoms sector by tapping into its its core audience via the ‘always-on’ nature of the sponsorship deal.
As part of the deal, iD Mobile’s newly appointed creative and PR agency Trouble Maker has been commissioned to create bespoke idents, complementing a wider comms platform being crafted for the brand.
The idents, which are currently under development, will feature voiceovers from UK comedian and actor Matt Berry; clearly setting the tone of the partnership as his brand of humour aligns with iD’s sense of fun.
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“This partnership continues the delivery on Channel 4’s Fast Forward strategy, underlining our leadership in creating innovative opportunities for brands,” said Channel 4 sales sponsorship and commercial opportunities leader Rupinder Downie.
“E4 Bright Entertainment is a well-known and respected programming offering amongst younger viewers – and we look forward to generating significant reach for iD Mobile amongst this commercially receptive audience.”
iD mobile customer and marketing director Lewis Henry called the Channel 4 deal “an exciting new chapter for iD Mobile”.
He added that that the business had always had ambitious marketing plans and described the partnership as the “perfect way to reach people of all ages at scale as we roll out our fresh brand platform.”
“E4’s mix of light-hearted, feel-good content seemed like the natural choice to help us connect with the nation at a time when we could all benefit from a little boost, and we’re excited to see what the partnership brings.”
The focus on audience comes after the firm was part of a group of telecoms companies accused of fuelling ‘greedflation’ last year after pushing price hikes.
