Travis Perkins-owned DIY retailer Wickes has struck a deal with Channel 4 to sponsor its Homes on 4 programmes, including Location Location Location and Grand Designs, from 2017.

The multi-million pound partnership will see Wickes' sponsorship idents around the channel's largest programme stand. Several new titles are lined up for next year including 'How to be Mortgage Free: Design Your Way Out of Debt.'

The deal, struck together with Wickes' media agency, Carat and The Story Lab, also includes an original All 4 series, digital activation and use of the Homes on 4 brand in store and on digital platforms. Said Channel 4 sales director Jonathan Allan, "We're thrilled to welcome Wickes as our new Homes on 4 partner, following a particularly competitive bidding process for this commercially proven strand."

Wickes head of brand communication Matthew Gaunt added, "This partnership with Homes on 4 is a major step forward for Wickes and perfectly timed after two years transforming our stores and our ranges. The new modern Wickes is a brand that will inspire and encourage every home improver to have the confidence to take on a project of any size, big or small. And be the place to help customers do it right, because ultimately, these are our homes and they matter!

“In addition to the television strands, we are very excited about the pairing of two challenger brands in Wickes and Channel 4 - both with a real authority in home improvement - to create a new digital series which we will be making in partnership with Channel 4, that we hope will push the boundaries and challenge perceptions.”

Mark Hughes, group client partner at Carat said: “Our work with Wickes is all about getting more people to choose Wickes to get the projects they want done, done right. We’ve worked closely with Wickes and with The Story Lab to find the best way to do this and the Homes on 4 partnership is the best possible property through which to make this happen. We are hugely excited about what this means for Wickes and their ambitions for growth.”

Head of The Story Lab Rachel Gibbs-McNeil addedd: “We are constantly on the search for properties in the market that can deliver true collaboration between complimentary brands, whilst delivering on wider business outcomes. We believe that the Wickes and Homes on 4 partnership is the perfect manifestation of this and we are delighted it has come to fruition and are looking forward to bringing it to life.”