Channel 4 Sales has secured retailer Aldi as the long-term sponsor of Channel 4’s range of food programming across Channel 4, More 4, E4 and Channel 4 Streaming, plus the ‘Cooking Inspiration’ strand on UKTV and W.

Commencing on 29 January the sponsorship will span food programming on Channel 4 such as Come Dine with Me and Jamie Cooks the Seasons.

It also includes the ‘Cooking Inspiration’ strand on UKTV and W including programming such as My Kitchen Rules Australia, Masterchef New Zealand and Dessert Masters. Channel 4 Sales is the exclusive advertising representative for the UKTV portfolio.

Channel 4 Sales’ latest sponsorship was brokered with the support of media agency Starcom and creative agency McCann.

Rupinder Downie, sponsorship and commercial partnerships leader, Channel 4 said: “This deal highlights once again why Channel 4 is the best partner to do business with. Our partnerships draw on Channel 4’s unique mix of the best content, creativity and innovation, and, in this case the ability to offer reach into third party media.”

Jemma Townsend, Marketing Director at Aldi UK, said: “We are proud to partner with Channel 4 to sponsor their exciting food programmes and bring cooking inspiration and entertainment to the nation in true Aldi style.”

Darren Guy, Client Partner at Starcom, UK said: “This is the perfect partnership for Aldi to demonstrate the quality of their offering and align with a premium foodie audience. Through a variety of shows from Channel 4’s library of family favourite food and cooking, Aldi can speak to a highly engaged audience at a time when they’re likely to be thinking about the next food shop, and across multiple touchpoints."