Nine-month partnership marks Post Office's first major streaming sponsorship, reaching over 11 million viewers
Post Office has announced a landmark nine-month sponsorship deal with ITVX, becoming the headline sponsor of the streaming platform's acclaimed drama package. The partnership, which runs from 1st August 2025 to 30th April 2026 , represents Post Office's first major foray into streaming sponsorship.
The comprehensive sponsorship encompasses all shows within ITVX's binge-worthy drama package, as well as selected linear programming on ITV. Viewers will see Post Office branding across popular titles, including One Night, Borderline, and Under the Bridge, amongst other compelling drama series.
The campaign is projected to deliver substantial reach and engagement, with an estimated 127.5 million impressions on ITVX and 216 adult television ratings (TVRs). The partnership is expected to achieve a 1+ reach of 11.5 million adults, connecting Post Office with ITV's diverse and highly engaged audience.
A Fresh Approach to Brand Storytelling
This strategic partnership enables Post Office to showcase its brand through a fresh and engaging lens, moving beyond traditional advertising approaches. The sponsorship provides an opportunity to share positive narratives about Post Office's essential services and the vital role the organisation – and its postmasters - plays in communities across the UK.
"This sponsorship marks an exciting milestone for Post Office as we explore new ways to connect with audiences," said David Enwright, Marketing Director, Post Office, "through our partnership with ITVX, we're able to reach viewers in moments when they're most engaged, highlighting our commitment to accessibility, trust, and everyday relevance in communities nationwide."
"It’s been a fantastic opportunity to support Post Office as they embrace new and innovative ways to connect with audiences," said Sana Farid, Client Director, Carat UK. "This partnership with ITVX allowed us to place the brand in highly engaging environments, and the sponsorship enabled us to activate quickly and efficiently. Thanks to the dedication and agility of all teams involved, we went from approval to live in just six weeks—an incredible achievement that reflects seamless collaboration and a shared commitment to delivering impactful work."
The partnership reflects Post Office's strategic focus on building meaningful connections with the public whilst showcasing the breadth of services available across its extensive network of branches.
About the Partnership
The ITVX drama sponsorship was developed and executed by Carat, Post Office's media agency partner. The collaboration leverages ITVX's premium content environment to position Post Office alongside high-quality, engaging programming that resonates with UK audiences.
The nine-month duration of the partnership allows for sustained brand visibility and the opportunity to build meaningful connections with viewers throughout the campaign period.
