B&Q to sponsor C4 property programmes

by Anne Cassidy, Campaign 24-Oct-08, 15:50

LONDON - B&Q has signed up to sponsor Channel 4's property strand, 4homes, which includes programmes such as Grand Designs and Location, Location, Location, in a £5 million deal.

The one-year sponsorship deal starts from January 1 next year across C4, More 4, TV and PC VOD and channel4.com/4homes.

Other C4 programmes backed by the deal include Property Ladder and Relocation Relocation.

Jo Kenrick, the marketing and customer proposition director at B&Q, said: This is one of our biggest ever TV sponsorship deals, and an exciting move. Positioning B&Q alongside quality property programming will continue to encourage consumer re-evaluation of the brand.

The deal was negotiated by Newcast, a division of ZenithOptimedia, on behalf of B&Q.

Jacqui Peacock, an investment director at ZenithOptimedia, said: This is a fantastic opportunity to harness the credentials and synergies of the B&Q and Channel 4 brands and provides opportunities to explore further areas of activation.