Dreams Partners with Channel 4 for Year-Long Sponsorship Deal

Bed retailer Dreams has partnered with Channel 4 in a 12-month sponsorship deal brokered by Havas Media UK. The bespoke ‘Entertainment You Love’ package includes linear activity across narrative entertainment and a breadth of UKTV channels supported by an exclusive entertainment package on Channel 4 streaming.

The deal spans eight linear channels and Channel 4 streaming. Across linear, Dreams will appear alongside comfort TV favourites including EastEnders, Bangers & Cash, Only Fools and Horses and The Antiques Roadshow. On Channel 4 Streaming, the brand will feature alongside entertainment titles including Fraiser, Dance Moms, Dexter and Ray Donovan, delivering millions of impressions over the year.

The campaign launches in July 2026 and runs through to July 2027. It will run across Channel 4 and UKTV’s portfolio of brands, including U&Dave, U&GOLD, U&DRAMA, U&alibi, U&eden, U&W, U&YESTERDAY, Narrative Entertainment channel and Great! TV.

The year-long commitment reflects a strategic focus on sustained brand presence rather than shorter bursts, designed to build stronger audience familiarity and keep Dreams top of mind throughout the year. By spanning both linear TV and streaming, Dreams reaches audiences across generations, from Great! TV and UKTV's loyal viewers to Channel 4 streaming’s younger demographic.

The partnership was developed with Channel 4 Sales and Drummond Central who produced the creative idents for the campaign. Sonder will carry out a third-party brand lift study to measure impact across awareness, consideration and brand perception throughout the campaign.

Simon Moore, director of marketing and media, Dreams said, “Comfort is at the heart of the Dreams brand, so partnering with content people genuinely love to unwind with feels like a natural fit. This sponsorship allows us to connect with audiences in relevant moments throughout the day, helping keep Dreams front of mind whenever they're thinking about creating a better night's sleep.”

​Sam Hicks, head of advertiser strategy, Channel 4 added, “Dreams is a perfect fit for ‘Entertainment You Love’ across Channel 4 streaming, UKTV and Great! TV. This partnership brings together a trusted household brand and some of the UK’s most-loved entertainment, creating a natural connection with audiences in the moments they choose to relax and unwind. As our entertainment offering continues to grow, we're creating even more opportunities for brands to connect with audiences through the content they love.”

Hannah Tucker, principal partner, Havas Media UK said, “ This partnership is a great example of how sponsorship works best when there's a natural fit between brand and content. By placing Dreams alongside some of the UK's most-loved entertainment, we're becoming part of those relaxed, engaged moments when audiences connect deeply with the shows they love. This is a strategic, long-term investment designed to cultivate familiarity, foster affinity and secure top-of-mind awareness throughout the year.”