Channel 4 has commissioned the first social series for its digital sports channels, teaming with North Sails on Force of Nature, which will be produced by Finite Films & TV.
The three-parter follows three pro North Action athletes battling against each other in a series of challenges using North Sails’ sailing gear. It lands this week on Channel 4’s Sport YouTube, with highlights also available on Channel 4 Sport’s TikTok, Instagram, and Facebook.
Hanz McDonald, digital commissioning executive at Channel 4, said, “Watching three elite athletes going head-to-head in a first-of-its-kind contest is a thrilling addition to Channel 4’s Sport social channels. Finite Films & TV have created an unforgettable series with North Sails as the perfect brand partner for such an ambitious content series.”
Amy Gardner, founder of Finite Films & TV and creator and EP of the series, added, “Force of Nature marks the continuation of our partnership with North Sails, and we could not have found a better home for the series than Channel 4 Sport. It speaks to a growing appetite among U.K. audiences for premium sports content across both linear and digital platforms. We are proud to have delivered the first social branded entertainment commission for Channel 4 Sport’s digital channels, and we look forward to sharing the series with audiences for the first time during this summer of sport.”
“Force of Nature reflects what the North family of brands stands for: a passion for the wind, pushing boundaries, and connecting people through authentic experiences,” added Klaus Warkentin, chief commercial officer at North Action Sports. “By bringing together world-class athletes from different wind-powered disciplines in a social-first format, we can introduce new audiences to the excitement of our sports while staying true to the spirit of adventure and performance that defines North.”
Sam Hicks, head of advertiser strategy at Channel 4, commented, “We’ve seen how positively viewers reacted to having more ways to watch both Paralympic Games coverage and the EuroHockey Championships across Channel 4’s social channels, and so we are excited to offer our audiences some new adrenaline filled content to get stuck into.”
This is the latest project from Channel 4’s in-house unit for brand partnerships, Partner Lab.
