Energy company Npower has signed a &£4m sponsorship deal with Channel 4 to sponsor eight home and property programmes, running between March and December.
The sponsorship package, called Npower 4 Homes, was negotiated by Manning Gottlieb Media, the utility company’s media agency.
The C4 programmes involved are Location, Location, Location; Property Ladder; Selling Houses; Grand Designs; Nigella Bites; Other People’s Houses; Ideal Home Show; and House to Home. The sponsorship forms part of Npower’s &£20m advertising and marketing spend.
The move follows Npower’s decision to sponsor the England cricket team’s home test matches and ITV’s twice-weekly police drama The Bill. Each package is worth &£4m.
Npower is planning a joint advertising campaign with ITV in mid-March to support the relaunch of The Bill. The campaign will be created by TBWA, Npower’s agency. The new series of The Bill, with new actors, will go on air in April.
Npower is also the lead sponsor of this year’s Ideal Home Show, launched next week at Earls Court, London.