Nationwide to sponsor 2022 England International Games on Channel 4

Nationwide - Channel 4 Football

Nationwide Building Society will sponsor Channel 4’s 2022 coverage of England’s UEFA Nations League games which will broadcast on free to air television for the first time this year.

Nationwide sponsorship

The deal, brokered by media agency Wavemaker, will see Nationwide Building Society sponsorship span programming across Channel 4 and All 4, including build-up programming, live coverage of the matches, highlights and entertainment shows, bringing audiences up-to-date with all the latest news and action in the way only Channel 4 can.

The full details of England’s UEFA Nations League matches to be shown live on Channel 4 this summer are:

  • 4 June – Hungary vs England
  • 7 June – Germany vs England
  • 11 June – England vs Italy
  • 14 June – England vs Hungary
  • 23 September – Italy vs England
  • 26 September – England vs Germany

The creative accompanying the sponsorship centres around Nationwide’s partnership with The Football Association for the England Football Respect campaign to help promote mutual respect on and off the pitch.

Extending the linear sponsorship into social, pre-game promos, post-game highlight packages and key moments throughout the games will be posted across Channel 4’s social portfolio carrying the sponsorship logo.

Rupinder Downie, Brand Partnerships Leader, Channel 4 said: “We are thrilled to welcome Nationwide Building Society as the first sponsor of England football on Channel 4.

“The work they do to promote equality on and off the pitch through its Nationwide Respect campaign perfectly aligns with Channel 4’s inclusion and diversity strategy.

Paul Hibbs, Director of Advertising, Nationwide Building Society said: “We’re delighted to be in partnership with Channel 4 on their England football coverage.

“It will allow us to reach fans at all levels at an incredibly exciting time for football and share a message we are passionate about, building mutual respect through the beautiful game”

Kelly Parker, Chief Operating Officer, Wavemaker UK said: “As an official partner of England Football’s Respect campaign, Nationwide understands the positive impact football can have on society and is determined to support on improving the game we all love. 

“With our history of producing fantastic work with Channel 4, we knew this partnership would be the perfect fit to further that goal and spread Nationwide’s message of mutual respect to football fans across the nation.”

The deal was negotiated by Channel 4’s sales house, 4 Sales, and Nationwide Building Society’s media agency Wavemaker. 

The agency was further responsible for all planning as well as ongoing management of the project. Sponsorship will commence on Thursday 26 May as marketing around the games begins.

Channel 4 was named the Sports Network of the Year at the British Sports Journalism Awards after delivering a host of free to air first class live sporting events to the nation throughout 2021, including Emma Raducanu’s stunning US Open Grand Slam win. 

It also struck a deal to show live coverage of the winner takes all F1 finale in Abu Dhabi which saw Max Verstappen beat Lewis Hamilton and drew 4.4 million viewers.