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Brother to sponsor Channel 4 shows

18 May 2012
Brother to sponsor Channel 4 shows

Brother is to sponsor a slew of Channel 4 business programmes including Secret Millionaire and Undercover Boss.

The printer firm will be the channel's leading sponsor of business content, reaching an estimated 25 million adults across the UK.

It said the sponsorship, also of The Intern and new show Bank of Dave, was an integral part of its "brand response strategy".

Brother is preparing to strengthen its printing products for UK businesses over the coming 12 months.

The Channel 4 deal covers on-screen sponsorship across Channel 4’s Inspiring Success strand, which will run on C4, C4+1 and More 4 from May through to December 2012.

Joanna Williams, head of marketing at Brother UK, said Channel 4's business programmes were a "perfect fit" for the company.

"It marks a real cornerstone for our branding strategy, as we look to disrupt the printer market with engaging, standout campaigns, that demonstrate how we can support the fantastic ambition we see every day in our business customers."

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