Sofaworks is sponsoring the new series of Channel 4’s Gogglebox 

By Jamie White – Head of Communications

Leading home furniture retailer Sofaworks is sponsoring new series of the hit Channel 4 show Gogglebox.

Gogglebox returned to Channel 4 in its new Friday night slot with 2.7 million viewers last week – its biggest audience to date.

The TV show about people watching TV, which was a breakout hit for Channel 4 in 2013, has been moved from Wednesdays to a new peak time slot at the end of the week.

The sponsorship deal, brokered by Channel 4 Sales regional sales force in Manchester and Daniel Ward at Carat North, saw the return of Neal the Sofaworks sloth who embodies the brand’s ‘no hassle, no hot air, no rush’ ethos.

Jane Hector-Jones, Partnership and Digital Manager at Channel 4, said: “We will be working closely with Sofaworks and Carat North as we look to activate the campaign beyond the on-air sponsorship and build upon the complementary fit of the Sofaworks brand and one of Channel 4’s flagship shows.”

Victoria Betts, Chief Marketing Officer at Sofaworks said: “Gogglebox is the perfect fit for our brand – to us a sofa is at the heart of every home and this ethos is reflected in the show’s format. This sponsorship deal is an integral part of our ambitious plans for the brand over the coming year.”

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