Channel 4 has named British Gas and Hive as the new sponsors of its home-based programming.
The partnership between the three brands covers broadcast sponsorship, social sponsorship, logo licensing, streaming, and YouTube ad formats.
Channel 4’s home programming schedule includes Grand Designs, Love It or List It, George Clarke’s Amazing Spaces, and Location, Location, Location.
Channel 4 content solutions leader Rupinder Downie said: “This partnership highlights Channel 4’s ability to create the best advertising experience in the UK by enabling brands to reach our mix of audiences through an innovative mix of formats across digital, streaming, social, and linear. We’re thrilled to be working with British Gas once again.”
According to Channel 4, British Gas will bring its expertise in energy and home services to the Channel 4 home audience. It said that the Hive brand will bring its eco-tech and net-zero products to viewers who are interested in “creating more sustainable homes”.
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Centrica (parent company of both Hive and British Gas) group brand and marketing officer Andy Freeman said: “Our homes are more than just places we live—they’re the heart of our lives, evolving with our needs. Channel 4’s inspiring homes programming perfectly complements British Gas and Hive.
“With British Gas bringing decades of expertise in British homes and Hive driving innovation in sustainable home eco-tech, this partnership feels seamless. Whether it’s expert advice to reduce energy bills, tailored products and services that save time and money, or cutting-edge sustainable innovations, our brands are committed to supporting every home, every day—now and for the future.”
Sponsorship and activation were developed with creative agency T&Pm and media agency OMD UK.
OMD UK CEO Suzy Ryder said: “We have relished the opportunity to bring together some of the UK’s most renowned home brands. The sponsorship by British Gas and Hive of Channel 4’s homes programming offers the ideal platform to showcase the extensive range of their products and services within contextually relevant environments.
“Our partnerships team have brought together more than a traditional sponsorship, the activity represents a carefully curated package of ‘home’ focused touchpoints, designed to ensure a truly integrated partnership.”
