Channel 4 Announces New Commercial Deal For Made In Chelsea

Channel 4 has announced a new commercial deal for Made in Chelsea in 2019 including sponsorship from Sensodyne UK and a brand partnership with online fashion retailer, Never Fully Dressed (NFD), which both launch tonight.

The sponsorship deal with Sensodyne, a GlaxoSmithKline consumer healthcare brand, was secured between 4Sales and Publicis Media Agency. It will run across all series in 2019 as well as repeats across all platforms, including All 4.

In a deal brokered in Manchester by Media Agency Group and 4Sales, Made in Chelsea cast members Sophie Habboo, Melissa Tattam and Sophie Hermann will wear Never Fully Dressed clothing in the new series of the BAFTA-award winning show and will post about the brand across their social channels. This is Made in Chelsea’s first fashion partnership and will continue for the rest of 2019. The deal was agreed working in collaboration with producers at Monkey and NBCUniversal International Studios.

Lucy Aylen, Founder, Never Fully Dressed, said: "The partnership encapsulates the aspirational yet achievable sweet spot that NFD dominates in the market. It's a fresh way to build on the existing relationship we have with the talent, and the advert elevates our creative in a new way for us. All very exciting."

The deal also includes a contextual advertising campaign where the cast members will appear in an ad for Never Fully Dressed running during Made in Chelsea on linear, on E4 and on-demand on All 4. Viewers served the ad on All 4 will be able to shop the fashions as they appear on screen.