Brother signs £2m sponsor deal with C4 business show

Channel 4’s Risking It All programme is to be sponsored by printer manufacturer Brother as part of a &£2m promotional campaign.

The show, which first aired on Channel 4 in 2004 and attracted audiences of more than 3 million, charts the progress of people giving up their jobs to start their own businesses. The new series starts on Thursday.

As well as sponsoring the ten-week series, Brother will run an integrated campaign featuring television and press advertising, along with online activity and events. BDH/ TBWA has developed the creative work for the campaign and Web specialist Digerati/ TBWA produced a dedicated website for start-ups.

Brother head of marketing communications Chris Hinds says: “We recognise the pressures faced by small business – particularly start-ups – and Risking It All uniquely captures these issues. The Risking It All campaign has been created to align Brother with this specific market, for which our latest printer and all-in-one ranges are ideally suited.”

Brother was founded in Nagoya, Japan in 1934 and launched in the UK in 1959. It produces office equipment from printers and fax machines to word processors and sewing machines. It employs about 240 people at Brother UK and 115 people at Brother International Europe, both of which are based in Manchester.

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