Channel 4 announces a major new partnership with British Gas and Hive

WEBWIRE – Wednesday, December 18, 2024

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

From 1 January, the long-term partnership will cover an innovative mix of broadcast sponsorship, social sponsorship, logo licensing and streaming and YouTube ad formats.

The Channel 4 homes programming sponsorship includes well known programmes Grand Designs, Love it or List it, George Clarke’s Amazing Spaces, and Location, Location, Location.

In line with Channel 4’s Fast Forward strategy the sponsorship will 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 and 7,000 engineers visiting homes every day to keep them warm and working. It will bring its unrivalled expertise in energy and home services to the Channel 4 homes audience.

The Hive brand has a key role with its leading 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 , Channel 4 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.”

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

[p"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"[/p]

Suzy Ryder, CEO of OMD UK 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.”

ENDS

AGENCY - T&Pm

Matthew Moreland - Group Creative Director

Chris Clarke - Group Creative Director

Carl Storey - Associate Creative Director

Tom Sillars - Associate Creative Director

Jane Reader - Creative

Hayley Hammond - Creative

Tom Cook - Creative

Lucy Almond - Business Director

Alex Gambitsis - Account Director

Matt Linnett - Strategy Director

Charles Crisp – Chief Production Officer

Sam Topley - Senior Producer

PRODUCTION

Production Company - Love Song

Director - The Weiland Brothers

EP - Ellie Goodwin

Producer - James Greenhall

Editor - Thomas Grove Carter at Trim

Post Production - Black Kite

Post Producer - Tamara Mennell

VFX Super - Dan Saunders

Colourist - Thomas Mangham

Audio Facility - Factory Studios

Sound Design - Jon Clarke

Audio Producer - Emily ThomasAGENCY - T&Pm