Channel 4 Sales has secured a two-year deal with Ford as the lead sponsor of Channel 4 Documentaries, extending their partnership from January 2026 to December 2027.  The deal continues a collaboration between both parties that began in 2021, with Ford’s branding set to feature across broadcast, streaming, and a dedicated Channel 4 Digital pot for activations on social platforms.

The partnership will see Ford sponsor nearly 300 hours of new peak-time documentary and factual programming across Channel 4 and More 4, as well as an array of on-demand content on Channel 4 Streaming including The Jury: Murder Trial and To Catch a Copper. The deal was brokered with the support of WPP Media’s Mindshare, Ford’s media agency.

Sam Hicks, Head of Advertiser Strategy, Channel 4, commented: “We’re delighted to extend our partnership with Ford, a brand that has a track record of sharing our commitment to innovation. Our Sales strategy connects brands with the power of TV, ensuring Ford remain central to our audiences and the UK’s most-watched factual programming and high-quality documentaries”

Claire Killwick, Head of Communications, Ford UK & Ireland, added: “We are pleased to extend our partnership with Channel 4 Documentaries for another two years. This collaboration is a natural fit for Ford, as we share a commitment to innovation and supporting narratives that resonate with a diverse and engaged audience across the UK.”

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Tags: advertising, Channel 4, Documentary+, Ford