• P&O Cruises and Pride of Britain launch new partnership
• Iconic British brands unite to celebrate extraordinary people and the best of British values
• New partnership journey begins on January 1, 2025

P&O Cruises has announced it will be headline partner of the Pride of Britain Awards from 2025. The new partnership marks the beginning of an exciting chapter for both brands, combining their shared commitment to celebrating remarkable individuals and creating unforgettable experiences.

The values that underpin the Pride of Britain and Pride of Scotland Awards – compassion, kindness, inclusivity, generosity of spirit and selflessness – align with the ethos of P&O Cruises. As Britain’s favourite cruise line, P&O Cruises has long been dedicated to delivering memorable times and world-class service, whilst fostering a sense of togetherness and discovery amongst its community of guests, marking the cruise line as the ideal partner to support and celebrate the incredible individuals honoured by Pride of Britain.

Pride of Britain has celebrated the country’s unsung heroes for 25 years, shining a light on ordinary people who do extraordinary things, and sharing their awe-inspiring journeys with the nation. Winners of all ages include children who have overcome the impossible, heroes who have risked their lives to save others, and fundraisers, campaigners and visionaries who have changed the world.

Carnival UK & P&O Cruises president Paul Ludlow said: “We are immensely proud to partner with Pride of Britain and Pride of Scotland, events that recognise and celebrate the extraordinary achievements of everyday heroes. At P&O Cruises, we believe in creating special moments for our guests and through this partnership we look forward to bringing that same sense of wonder and joy to those being honoured. These individuals embody the best of British values, and it is a privilege to be part of a journey that celebrates their incredible contributions to society.”

Caroline Waterston, editor-in-chief at the Daily Mirror added: “P&O Cruises is committed, as we are, to ensuring that all of our winners have the best experience they possibly can. This partnership will help to make people’s Pride of Britain journey a truly magical experience. Together, we will continue to celebrate real heroes on an epic scale for many years to come.”

Pride of Britain is a unique event on the national calendar, as co-hosts Carol Vorderman and Ashley Banjo shine a light on inspiring people from everyday life. Since 1999, Pride of Britain has provided the nation with hundreds of unforgettable moments, with winners celebrated at a star-studded red-carpet event. The awards are screened on ITV1 and are packed with heartfelt stories of resilience and emotion.