Miele has been confirmed as the Boxset Sponsor for HBO Max in the UK and Ireland for the ad supported experience, as the service launches on Thursday 26 March 2026.
Running over a six-month period, the sponsorship will see Miele featured across HBO Max boxset programming through a series of idents and ad pause moments, placing the brand within a premier, on-demand viewing environment alongside high-quality boxsets and some of today’s most talked-about series in ad supported plans.
The activity forms part of an evolution in Miele’s media approach, focusing on more targeted, high-quality environments that align with changing viewing habits and enable stronger engagement with key audiences.
By increasing brand visibility, the partnership is designed to support retail partners by driving awareness, consideration and long-term brand desirability among consumers actively planning and investing in their homes.
The creative approach draws on Miele’s themes of performance, craftsmanship and considered design, creating a natural connection with the storytelling and emotional engagement of boxset viewing.
Helen Pyman, Marketing Director at Miele GB said, “This partnership represents an important step in how we continue to build the Miele brand in the UK and Ireland. By aligning with a premier streaming service like HBO Max, we are able to connect with audiences in the UK & Ireland in a meaningful and relevant way. For our retail partners, this kind of activity plays a key role in driving brand visibility and reinforcing Miele’s position as a premium choice for consumers planning a new kitchen or looking for replacement appliances.”
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