Channel 4 has confirmed Hillarys as the new sponsor of its home coverage. The deal comprises a large portion of the channel's output including Grand Designs; Location, Location, Location, Escape to the Chateau and George Clarke’s Amazing Spaces.
The blinds brand has snapped up idents throughout these shows as well as securing originals on All 4 and on digital channels. Furthermore, it is entitled to leverage the Homes on 4 brand for the duration of the deal. The sponsorship will kick off in January 2019.
4Sales' Manchester office and MediaCom North negotiated the deal, with the broadcaster claiming its homes property demanded “fierce competition”.
Susan White, marketing director at Hillarys, said the sponsorship will give the company "a consistent presence" throughout the year and allow it to reach a wide audience who are passionate about their homes.
"We are hugely excited about what this means for Hillarys and how it will do so much to help take our brand forward,” she added.
The move coincides with Hillary’s decision to significantly increase TV marketing spend as a means of driving consideration among a relevant audience. Notably, it launched its first brand campaign on Channel 4 earlier in the year.
Hillarys was founded in Nottingham in 1971.
Jonathan Allan, chief commercial officer at Channel 4, said: “We’re delighted to be partnering with Hillarys on our much sought-after Homes on 4 strand. Our fantastic property shows reach key audiences and by providing bespoke cross-platform content, our partnerships continue to deliver. This is an exciting new deal and we very much look forward to working with Hillarys.”
The announcement comes after the broadcaster rebranded its channels to make them more distinct and modern.