Channel 4 Sales has confirmed that Bradford-based outdoor living brand Powersheds is the new sponsor of UKTV’s Powerful Entertainment strand, found exclusively on U platforms.
With creative led by returning collaborator 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 video-on-demand.
The Powerful Entertainment strand consists of high-quality, 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.
The 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 2026, offering audiences thousands of hours of free, unmissable and bingeable British content from UKTV’s U service.
Emma Hopkins, Partner Lab leader at Channel 4 said: “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.”
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.”
