Advanced Television

Channel 4 partners with British Gas and Hive

December 17, 2024

Channel 4 has announced a new partnership which will see British Gas and Hive become the sponsors of Channel 4’s homes programming.

From January 1st 2025, the long-term partnership will cover a mix of broadcast sponsorship, social sponsorship, logo licensing and streaming and YouTube ad formats. The Channel 4 homes programming sponsorship includes programmes Grand Designs, Love it or List it, George Clarke’s Amazing Spaces and Location, Location, Location.

The sponsorship will also extend to Channel 4’s social pages, with brand presence on its Facebook, Instagram and TikTok accounts, as well as programming on Channel 4’s YouTube channel. The partnership includes use of a ‘Channel 4 Homes’ lock-up logo for the duration of its sponsorship.

British Gas is the UK’s largest energy supplier with 10 million customers. The Hive brand has a key role with its eco-tech and net zero products appealing to viewers who are interested in how future technologies can optimise home energy usage and create more sustainable homes.

The sponsorship and activation was developed with media agency OMD UK and creative agency T&Pm.

Rupinder Downie, Content Solutions Leader at Channel 4, commented: “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.”

Andy Freeman, Group Brand & Marketing Officer at Centrica, parent company of British Gas and Hive, 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.”

Suzy Ryder, CEO of OMD UK added: “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.”

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