Global leisure and travel company TUI is the sponsorship partner for Married at First Sight UK series four, which returns to UK screens later this summer.

The strategic partnership provides the leading package holiday provider a unique opportunity to connect with a committed and engaged Married at First Sight UK audience.

TUI will be featured on the hit reality show on E4 and Channel 4 streaming, and across E4 and the show’s own social channels, as well as MAFS UK content on Channel 4’s YouTube.

Specially produced idents were created in location at the TUI BLUE Meltemiin in Santorini by long-term creative partners Leo Burnett UK and will shine a spotlight on the excitement, uncertainty and trepidation of that all-important first couples’ holiday, which for many can be make-or-break time.

The deal was set up by the Channel 4 Sales content solutions team and brokered by EssenceMediacom. The new series of Married at First Sight UK produced by CPL Productions, a Seven.One Studios company, premieres on E4 and Channel 4 streaming later this summer.