Wickes strikes eight-figure deal to sponsor Homes programming on Channel 4

Home improvement retailer Wickes has struck a deal worth at least £10m over three years to succeed British Gas as sponsor of Channel 4's largest programming strand, Homes on 4, starting next year.

Wickes: takes over from British Gas as sponsor of Homes on 4
Wickes: takes over from British Gas as sponsor of Homes on 4

The partnership will see Wickes idents appear around established shows Grand Designs, George Clarke’s Amazing Spaces and Location, Location, Location and a number of new shows including How To Be Mortgage Free: Design Your Way Out Of Debt.

It also includes an original series on All 4, digital activation and the use of the Homes of 4 brand in Wickes stores and on its digital platforms.

The deal was struck by Wickes’ media agency, Carat, and The Story Lab. Channel 4 said that a number of brands had been interested in the partnership opportunity. The sponsorship kicks off on 1 January.

British Gas has sponsored the strand since 1 January 2014 and will continue to do so until the end of 2016, with Wickes taking over on New Year's Day.

Matthew Gaunt, head of brand communications at Wickes, said the deal marked a "major step forward" for the brand.

He said: "The new modern Wickes is a brand that will inspire and encourage every home improver to have the confidence to take on a project of any size, big or small."

Gaunt added that the planned digital series on All 4 would "push the boundaries and challenge perceptions".

Jonathan Allan, sales director at Channel 4, said: "Our innovative multi-platform partnerships have significantly energised our sponsorship market, with many of our long running partners renewing multi-year deals."

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