A+E Networks secures Sponsor for Four Weddings South Africa on Lifetime


Johannesburg, 29 October 2015: A+E Networks® has announced a multi-media partnership between entertainment channel brand Lifetime® and 1st for Women Insurance for new reality series Four Weddings South Africa. This local adaptation of the global hit format Four Weddings is the first series commissioned by A+E Networks for Lifetime in Africa.

The exclusive partnership with 1st for Women, an insurance company offering products that cater for the specific needs of South African women, comprises full sponsorship of the whole 8 episodes of Four Weddings SA. The sponsorship will include on-air accreditations for 1st for Women across the series through a variety of 10 second special idents. It will also incorporate a fully integrated social media campaign as well as off-air marketing activities across outdoor, radio, online and print.

Announcing the partnership, Anthea Petersen, Regional Director, Africa A+E Networks, said: “Lifetime is the entertainment destination for women in Africa with high-quality programming packed with powerful stories and passionate people. There are strong brand value synergies between Lifetime and 1st for Women, so I couldn’t think of a better partnership for Four Weddings SA, our first local commission for Lifetime in Africa.”

Four Weddings SA premieres on Lifetime in Africa on 16 October 2015. The sponsorship will start during the launch of promotional activities for the series and will last for the series’ eight episode run.

The partnership was secured by the sponsorship sales team at A+E Networks, in partnership with DStv Media.

Robyn Farrell, the Executive Head of 1st for Women Insurance, said: “We are excited to sponsor Four Weddings SA, on Lifetime. It’s the perfect platform for us to showcase our products and services which are tailor-made for women.”

Four Weddings South Africa incorporates the elements that have made the Four Weddings format an international success but with an added local flavour.

The new commission offers a unique range of cultural diversity, dynamic landscapes and delicious cuisine. From naked brides to biker brides, from Zulu brides to Tswana brides, a broad spectrum of emotions, relationships and local traditions are brought to life as the series follows four brides as they attend each other’s special wedding day.  The winning bride, who scores the highest marks for dress, venue, food and overall experience will go on an all-expenses-paid honeymoon of a lifetime.

Four Weddings South Africa is produced for A+E Networks by independent local production company Rapid Blue. The Four Weddings format is owned by ITV Studios Global Entertainment.
Source: Press Release