Channel 4 is the new sponsor of KISS Breakfast, marking the first time that the broadcaster is sponsoring the Bauer Media radio station.

The multi-year sponsorship, beginning on 27 January, will see a variety of Channel 4 trails, spotlights and credits featuring across the station’s content.

Components of the sponsorship include three 10-second credits during each hour of KISS Breakfast (6am – 10am) from Monday to Friday. Also featuring online, these will include a creative that will adapt to changing Channel 4 marketing priorities, showcasing programmes from the Channel 4 archive alongside its latest offerings to highlight its ‘Altogether Different’ brand essence. ‘Altogether Different’ encapsulates Channel 4’s unique public service remit, showcasing how the broadcaster champions difference with its content to reflect the rich diversity of the whole of the UK.

KISS plays the Biggest Dance and R&B, with its breakfast show fronted by Jordan Banjo and Perri Kiely from dance group Diversity. Alongside social posts, the duo will discuss the shows they’ve been watching on Channel 4 and what they’re looking forward to viewing every Friday. They will also lend their voice to a series of spotlight ads and front a launch promotion campaign on social.

The sponsorship was brokered with the support of agency OMD Create.

The deal builds on Channel 4’s existing successful relationship with KISS, having previously partnered for “The Great KISS Breakfast Bake Off” campaign in October 2024 to promote Season 15 of Channel 4 hit The Great British Bake Off.

Iain Walters, Head of Marketing, Channel 4 said: “We’re excited to team up with Jordan and Perri on KISS Breakfast. Every morning they’ll bring their listeners recommendations for what to watch or stream from Channel 4’s brilliant lineup of new and library content in their unique and entertaining style. Just like our own audience, KISS Breakfast listeners are young, keenly interested in current trends and always looking for great entertainment. We’re sure they’ll love hearing all the new content, recommendations and surprises we’re cooking up together.”

Simon Kilby, Managing Director, Bauer Media Advertising said: “As two of the biggest broadcasters in the UK, we’re so excited to have Channel 4 as the newest sponsor of KISS Breakfast and work with them over the coming years. It’s fantastic to see Channel 4’s Altogether Different brand branch into radio sponsorship, using KISS to amplify their purpose and messaging. This sponsorship is sure to be a leading example of how radio and TV can work seamlessly together to create added impact, connecting with audiences who love entertainment, seek trusted information and consume their media in multiple different ways.”

Jordan and Perri, Presenters of KISS Breakfast said: “Our KISS Breakfast listeners and Celebrity Gogglebox viewers know how much we love a bit of telly, so we can’t wait to work with Channel 4 to wake up the nation every weekday with the best vibes, energy and our top TV picks!”

ENDS

About KISS

The KISS Network is the beat of the UK, delivering the biggest tunes, exclusive content with huge artists and all-round positive vibes, across multiple platforms on-air and on screen all day, every day. It’s home to KISS Breakfast with Diversity’s Jordan & Perri, the Home Straight with Tyler West in the afternoons, the latest chart-topping hits with The Hype Chart and Tinea Taylor, and the best DJs and producers in the industry with KISS Dance and KISS Nights. The network also houses the UK’s biggest digital commercial station KISSTORY (Old Skool & Anthems) and KISS Fresh (Non-Stop New Beats), plus ten exclusive stations including KISS Afrobeats, KISSTORY 90s, KISSTORY Slow Jams and KISS In The Mix which are available ad free with KISS Premium. Targeting 15-34 years olds, the KISS Network is available on FM and DAB Radio, Freeview, online and/or via the KISS Kube app.

About Channel 4

Channel 4 exists to create change through entertainment. Publicly owned yet commercially funded, Channel 4 generates significant and sustainable cultural, economic and social impact across the UK – at no cost to the taxpayer.

The broadcaster’s distinctive remit is set by Parliament, and it has a role to represent unheard voices, challenge with purpose and reinvent entertainment. For more than 40 years, it has been a British success story, engaging generation after generation of young people.

With a unique publisher-broadcaster model, Channel 4 commissions its content from the UK independent production sector. Working with hundreds of creative companies every year, Channel 4 makes a major contribution to the local, regional and national economy, creating and supporting thousands of jobs and businesses across the country.

In 2024, Channel 4 launched its Fast Forward strategy to accelerate its transformation into an agile and genuinely digital-first public service streamer by 2030. It is designed to ensure Channel 4 embraces the generational shift in TV viewing, elevates its impact across the UK and stands out in a crowded market.

From its bases in London, Leeds, Manchester, Bristol and Glasgow, Channel 4 is fully committed to harnessing the power of its regional structure to increase its impact across the UK. Through its training and development initiative 4Skills is opening up opportunities in broadcasting, with a particular focus on disadvantaged young people and addressing skills gaps across the Nations and Regions. 4Skills invests £5m in training, development and learning opportunities annually and this will double to £10m by 2025.

Through Film4 Productions, Channel 4 also invests in British filmmakers to huge critical acclaim, producing 43 Oscar wins and 97 BAFTA wins in its history.