Wickes to sponsor Absolute Radio's Sunday morning show

Absolute Radio has signed a deal with DIY chain Wickes to sponsor its new Sunday morning show hosted by Jason Manford, the comedian and actor.

Jason Manford: signed with Absolute Radio at the end of 2015
Jason Manford: signed with Absolute Radio at the end of 2015

The first show will air on Sunday morning (10 January, 8-11am) with clips being live streamed on Absolute Radio’s Facebook page.

The package sees Absolute Radio building on its existing relationship with Wickes, which has been the headline sponsor for the Christian O’Connell Breakfast show for the past four years.

Idents will be accompanied by a weekly Wickes feature on Manford’s programme where he celebrates the UK’s DIY heroes as they set about a day of home improvements. 

Absolute Radio signed a deal with Manford at the end of last year. The deal was negotiated by Kevin Webb from Bauer Media, Jack Davidson at The Story Lab and Leanne Tucker from Wickes.

Paul Sylvester, the content director at Absolute Radio, said: "Jason joining the station only strengthens our reputation as commercial radio’s home of comedy and we’re thrilled that Wickes have extended their investment, seeing this as a great way to talk to the reluctant weekend DIY-ers."