The year-long agreement covers C4 programmes such as Comedy Lab, Derren Brown, The People's Book of Records, Bo Selecta 2, POV TV, Gareth Marenghi and Green Wing, plus Banzai and The Pilot Show on E4.
Starting on February 28, it is Kraft Foods' biggest broadcast sponsorship and the first time Channel 4 has sold shows as one package.
The sponsorship fits within Kenco Rappor's 'live now sleep later' marketing strategy with idents by J Walter Thompson that introduce the strapline 'TV worth staying awake for'. The deal was brokered directly with C4 by Alliance, Zenith Optimedia's sponsorship arm.
While Kenco Rappor has always been aimed at a younger audience than the core Kenco brand, it faces competition from rival instant coffee brands such as Nescafe, which is aiming to revive flagging sales by targeting the youth market with its sponsorship of Hollyoaks.
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