Aldi sponsors festive entertainment on Channel 4
November 2, 2026



Channel 4 Sales has announced Aldi as the official sponsor of Festive Entertainment across Channel 4, running through the festive period from now until December 31st, with additional activity across E4, More 4 and Channel 4’s partner channels, including UKTV and Narrative Entertainment.

The sponsorship will feature across a mix of new and returning shows, including Kirstie’s Handmade Christmas, Mog’s Bad Thing, and The Snowman while also extending across breakfast content on Channel 4.


Alongside the wider sponsorship, the deal includes a premiere ad-break takeover during Gogglebox to coincide with the launch of Aldi’s new Christmas campaign, with blips teasing the reveal of the storyline throughout.

The partnership will extend beyond broadcast, with social sponsorship of programme clips planned as part of the activity, featuring content from Mog’s Bad Thing and Kirstie’s Handmade Christmas. The campaign will also incorporate a Channel 4 brand licence, further connecting Aldi with the broadcaster’s festive entertainment offering. This builds on Aldi’s existing relationship with Channel 4, which has included sponsorship of Channel 4 food in 2024 and, more recently, collaboration on the upcoming TV branded entertainment series Aldi:The Next Big Seller.

The creative idents were created by creative agency McCann, with Starcom brokering the media partnership.

Sam Hicks, Head of Advertiser Strategy at Channel 4, commented: “Christmas is always a special time on Channel 4, with audiences coming together to enjoy the programmes and festive moments they love, and we’re delighted to be partnering with Aldi to bring some much-loved fun to our screens this Christmas. From festive programming across the Channel 4 portfolio to a Gogglebox ad-break takeover, this partnership brings together great storytelling, playful creativity and a little Christmas magic.”

An Aldi spokesperson added: “Christmas at Aldi is all about great food at affordable prices, bringing people together and a generous helping of fun. Whether it’s gathering around the dinner table or settling down to watch a festive favourite, it’s those shared moments that make this time of year special. Building on our relationship with Channel 4, this partnership brings Aldi into the festive build-up alongside programmes viewers know and love. From sponsoring Christmas favourites to the creative launch of our Christmas campaign, it gives us more ways to share the fun of an Aldi Christmas, both on screen and across social media.”