Channel 4 Sales has secured an exclusive sponsorship deal with Verisure for the upcoming series Apocalypse. The partnership launches on 13 September and will run across both the linear Channel 4 network and its streaming platform. The deal was brokered by Bicycle London. This agreement represents the first sponsorship deal for both the agency and the home security brand with Channel 4 Sales.
The series Apocalypse is a social experiment where a group of participants live for 28 days in an abandoned town. The location lacks running water, heating, and electricity. Participants are required to find their own food and supplies while repurposing available materials to survive in the environment. The production focuses on the practical skills and resilience of the group during the month long residency.
Emily Don, Head of Brand at Verisure, noted that the themes of the programme relate to the brand's focus on protecting homes and families. Hannah Saunders, Business Director at Bicycle London, confirmed that this is the first sponsorship for the brand.
The sponsorship campaign will execute across the broadcaster's linear and digital assets. Channel 4 is a publicly owned, commercially funded broadcaster with a remit set by Parliament. The network works with various creative companies to produce content without taxpayer funding. The series Apocalypse premieres on Sunday 13 September.