Channel 4 Sales and Ford Strike Sponsorship Deal for Channel 4 Documentaries

​Channel 4 Sales has secured a two-year deal with Ford as the headline sponsor of Channel 4 Documentaries, extending their partnership from January 2026 to December 2027.

The deal continues a successful 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 a wealth 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, said, “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 and Ireland, said, “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.”