Channel 4 Announces New Fred. Olsen Cruise Lines Sponsorship for 2025

Channel 4 is teaming up with Fred. Olsen Cruise Lines, as the cruise ship holiday brand becomes sponsor of the broadcaster’s escapism content, such as Four in a Bed and Perfect Pub Walks.

Commencing from 1 January, the long-term partnership will see Fred. Olsen Cruise Lines sponsor iconic content during Channel 4’s escapism line up, which also includes shows such as Matt Baker: Travels with Mum and Dad, 2 Men on a Bike and Popmaster TV.

The partnership will extend across all of Channel 4’s linear and digital escapism programming, with Fred. Olsen Cruise Lines’ idents also appearing across Channel 4’s Facebook, Instagram and TikTok pages. The partnership includes use of a Channel 4 lock-up logo for the duration of the deal.

The creative will share eye-catching itineraries to a range of travel destinations and showcases a collection of emotive moments, both big and small that guests experience on a Fred. Olsen cruise.

The sponsorship was developed with marketing agency Accord and creative agency Blunt House.

The deal marks a return to sponsorship of Channel 4 content for Fred. Olsen Cruise Lines, having previously sponsored Life in the Sun between 2019 to 2022.

Rupinder Downie, content solutions leader, Channel 4 said, “Partnering with Fred. Olsen Cruise Lines underlines the rich appeal of Channel 4 Sales’ commercial solutions. As our viewers tune in to our escapism shows, the idents will help them to unwind further by giving them a glimpse of life on the waves with Fred. Olsen Cruise Lines. We’re delighted to have them back on board as a returning sponsor and on viewers’ screens once again.”

Holly Goddard, head of brand marketing at Fred. Olsen Cruise Lines, said, “We’re pleased to announce our 2025 sponsorship with Channel 4, as we know from experience that together we can help increase our brand exposure. Our guests are adventurous, and love to get into the heart of destinations; by sponsoring with Channel 4, we can’t wait to reach a wider audience and showcase everything that makes cruising with Fred. Olsen special.”

Jo Bruton, senior client director at Accord Marketing, said, “After a highly successful campaign in August and September, which saw increased investment across the Channel 4 portfolio, we are thrilled to extend this into a 12-month partnership. Fred. Olsen’s sponsorship of Channel 4’s Escapism programming is a perfect fit, aligning seamlessly with Fred. Olsen’s passion for inspiring journeys and unforgettable experiences.”