Magnet is to sponsor Good Food's new daily show My Kitchen, which will feature celebrity chefs inviting viewers into their homes.
The deal was negotiated by Carat Media Manchester. It means the kitchen company's branding will be seen on all promotional trails and online activity from today for the next 10 weeks.
Ian Lambert, head of marketing for Magnet, said: “The UKTV sponsorship is the perfect opportunity to capitalise on the nation’s passion for cooking while communicating key messages and exposing the Magnet brand to our target audience."
My Kitchen will run Monday to Thursday at 7pm and is repeated at 10pm and through daytime and weekends.