The partnership, running through November and December 2025, sees Beaverbrooks aligning with holiday season programming including drama Dear Father Christmas (W/T) plus Kirstie’s Christmas Craft and Snowtrain at Christmas, alongside festive content across the Channel 4 portfolio.

With Channel 4 Sales the advertising sales representative for UKTV, the sponsorship will also extend to hit shows across all of UKTV’s channels including U&Gold, U&Dave, U&W, U&Yesterday, U&eden, U&alibi and U&Drama.

Extending beyond linear and streaming, the partnership also features a social branded entertainment series set up by Partner Lab. The series will feature on Channel 4’s Instagram, TikTok, YouTube and Facebook pages produced by Leeds-based 4Studio. Worth Its Weight, a six-part series starring Radio DJ and Presenter Nat O’Leary will see O’Leart take to the streets of Leeds with a pop-up game show, challenging locals on how well they know each other for a chance to win Beaverbrooks gift cards. Worth its Weight builds on the 2024 social branded entertainment series GRWM: Hidden Gems which aired across the Christmas period during the first-year partnership between Channel 4 and Beaverbrooks. The new series will also air across the Christmas period, with select episodes further continuing into Valentine’s Day.

The deal was secured in collaboration with media agency Republic of Media.

Sam Hicks, Head of Advertiser Strategy, Channel 4, said: “Securing Beaverbrooks for our Festive Entertainment sponsorship is a brilliant example of Channel 4’s Nations & Regions ad sales strategy in action — delivering high-impact partnerships for brands rooted outside London. It’s a testament to the strength of our regional commercial offering and the creativity of our teams in building standout seasonal campaigns, across linear, streaming and digital. We’re also proud to continue our collaborative work with UKTV, ensuring that Beaverbrooks’ brand shines far and wide during one of the most competitive periods in the broadcast calendar.”

Hanz MacDonald, Digital Commissioning Executive, Channel 4, commented: “Worth Its Weight brings Beaverbrooks direct to audiences across the UK. By taking to the streets of Leeds with Nat O’Leary, we’re not only celebrating regional voices but also showcasing the power of branded storytelling to surprise, delight and be part of Christmas and Valentine’s Day celebrations.”

Grace Yates, Brand Manager at Beaverbrooks, said: “We’re delighted to once again sponsor Festive Entertainment across Channel 4 and its partner channels for a second consecutive year. We’re thrilled to showcase our beautiful diamonds, jewellery and watches to viewers nationwide, and look forward to welcoming customers in store and online to help them find the perfect meaningful gift this Christmas”

Laura Behan, Head of AV at Republic of Media, added: “Our partnership with Channel 4 celebrates the creativity and ambition of brands beyond London, highlighting regional talent and stories that reflect the diversity of the UK. The sponsorship and social content series provides a fantastic platform for Beaverbrooks to shine, showcasing their beautiful product range at the heart of the holiday season.”