Powersheds sponsors UKTV’s Powerful Entertainment strand
April 30, 2026
Channel 4 Sales, the advertising sales representative for UKTV, has announced Bradford based outdoor living brand Powersheds as sponsor of UKTV’s Powerful Entertainment strand found exclusively on U platforms.
With creative led by Propaganda Brand Consultancy, the six-month sponsorship is set to broadcast across the U network on various channels spanning U&Dave, U&W, U&alibi and U&Drama, extending to U’s streaming platforms. This sponsorship comes alongside a 30” spot that will run for 6 months on Channel 4 broadcast and VoD.
The Powerful Entertainment strand consists of impactful programming across lifestyle and home, as well as drama and comedy, with a strong emphasis on homes and aspirational living. Created for Powersheds to mirror their brand proposition ‘Powerfully Simple,’ the Powerful Entertainment strand will reach audiences interested in home improvement and outdoor living. Programming in the strand includes Designing the Hebrides, My Dream Home and DIY SOS.
This campaign builds on brand strategy work delivered by Propaganda for Powersheds, during which the agency has refined the brand’s positioning and unlocked new opportunities for growth in an increasingly competitive outdoor living market.
The deal was brokered by independent media agency Republic of Media Limited. The campaign ads were created by Propaganda with production by Tungsten Media.
This builds on a multi-year carriage agreement struck between Channel 4 and UKTV that began in January.
Emma Hopkins, Partner Lab Leader at Channel 4 commented: “This partnership marks an exciting collaboration with Powersheds for the Powerful Entertainment strand. Developed in line with their brief, this bespoke package will deliver strong visibility throughout the sponsorship term, leveraging UKTV’s broad and highly engaged audiences to build awareness and strengthen brand consideration.”
Jack Sutcliffe, CEO of Powersheds added: “Partnering with Channel 4 and UKTV on ‘Powerful Entertainment’ is a significant moment for Powersheds as we continue to scale the brand. This sponsorship places us within programming that reflects the way people live, create and improve their homes, making it a natural fit for our audience. It’s an important step in increasing brand awareness and building deeper engagement with UK consumers, and we’re excited to see the impact it will deliver as we enter our next phase of growth.”
Leigh Herbert, Managing Director at Republic of Media said:
“This is a great next step in our partnership with Powersheds. Following a successful first year in TV, this bespoke sponsorship, created specifically for the brand, allows us to build on that momentum and continue growing their brand presence across the UK at scale. It’s a move that aligns perfectly with their ambition to become the UK’s number one shed retailer, placing them alongside high-quality, relevant content consumed by high-value audiences.”
Craig Harrold, Managing Director at Propaganda said:
“Over the past few years, we’ve worked closely with Powersheds, creating the ‘Powerfully Simple’ proposition to reflect both their ambition and the evolving needs of modern outdoor living. This campaign and new sponsorship marks a significant step forward for Powersheds in scale, and in how they show up culturally.”