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Gtech has selected Gogglebox as the show it will air its TV sponsorship debut on. The Channel 4 show is one of the most watched on TV and it now boasts the two-year backing of the home and garden appliance company.

The deal was managed by the 4Sales Nations and Regions team in Manchester and will air creative created in-house by Gtech. Leading the multi-million partnership are idents featuring Nick Grey, the chief executive and founder of Gtech. In each scenario he is trying to watch Gogglebox but is interrupted by his dogs.

As part of the deal, Gtech will benefit from access to a selection of the Gogglebox households as well as the use of images, gifs and quotes from the show. 

Rupinder Downie, partnership controller, Channel 4 said: “We’re really excited to be working with Gtech and provide one of Channel 4’s biggest opportunities for the brand’s first foray into TV sponsorship. Gogglebox is hugely popular among viewers and advertisers alike and our recent, biggest ever study into TV sponsorship effectiveness proves that a show’s popularity contributes towards driving positive results across the board.”

Samantha Preece, head of marketing at Gtech said: ‘’We are delighted to be the new sponsor of Gogglebox.  We feel there is a real synergy between Gtech, a much-loved brand, and one of the nation’s best-loved TV shows. We are very excited at the opportunities that lie ahead, as we develop our relationship with Channel 4 and the Gogglebox households.

In 2017, the show attracted an average of 3.5m viewers each episode. It is now on its 11th series.