Channel 4 agrees seven figure sponsorship deal with Homebase around Food on 4 content

Channel 4 has agreed a seven-figure deal with retailer Homebase for it to sponsor its Food on 4 content.

The broadcaster has announced that the 19 month deal will run across Channel 4 and sister channel More4, as well as UKTV's Good Food channel from this month.

The deal, negotiated by Mindshare will see Homebase showcase its home enhancement range, kitchens, furniture, cookware and other items on sale through bumpers around its TV chef fronted food programme such as Ramsay's Kitchen Nightmares USA and Jamie's Kitchen Australia.

Food on 4 programmes running on 4oD will also be included n the package, as will selected pages at the Channel 4 website.

Announcing the sponsorship deal, Jo Kenrick, marketing director for Homebase said: "We are delighted to be partnering with Channel 4 and UKTV on such a comprehensive campaign. In sponsoring "Food on 4" we believe we have the perfect platform with which to promote our exclusive Homebase kitchen ranges and our wider home enhancement products to a relevant, targeted audience."

The campaign creative has been produced by The Outfit.

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Stephen Lepitak is editor of The Drum, with responsibility for overseeing the day-to-day running of the content produced for the various platforms run by the publication. Over the years he has interviewed agency network bosses such as Sir Martin Sorrell, Maurice Lévy and Arthur Sadoun, as well as Cindy Gallop, Kim Kardashian, film directors James Cameron, Spike Jonze, Richard Curtis and Lord David Puttnam. With a keen interest in media and breaking news, Lepitak has been with The Drum since 2005 and is based across its UK, US and Asia operations.

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