Channel 4 Sales welcomes Powersheds as sponsor for UKTV’s ‘Powerful Entertainment’ programming with creative led by Propaganda Brand Consultancy

Channel 4 Sales, the advertising sales representative for UKTV, today announces Bradford based outdoor living brand Powersheds as sponsor of UKTV’s Powerful Entertainment strand found exclusively on U platforms. 

With creative led by 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.

This 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 said:

“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.”

Leigh Herbert, Managing Director at Republic of Media said:

“This is a great next step in our partnership with Powersheds. Following a successful first year in TV, this bespoke sponsorship, created specifically for the brand, allows us to build on that momentum and continue growing their brand presence across the UK at scale. It’s a move that aligns perfectly with their ambition to become the UK’s number one shed retailer, placing them alongside high-quality, relevant content consumed by high-value audiences.” 

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.”

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Notes to editors:

The sponsorship applies to UKTV’s U platforms only (U&Dave, U&W, U&Alibi, U&Drama and U’s streaming services). 

About Channel 4

Channel 4 exists to create change through entertainment. Publicly owned yet commercially funded, Channel 4 generates significant and sustainable cultural, economic and social impact across the UK – at no cost to the taxpayer.

The broadcaster’s distinctive remit is set by Parliament, and it has a role to represent unheard voices, challenge with purpose and reinvent entertainment. For more than 40 years, it has been a British success story, engaging generation after generation of young people.

Working with hundreds of creative companies every year, Channel 4 makes a major contribution to the local, regional and national economy, creating and supporting thousands of jobs and businesses across the country.

In 2024, Channel 4 launched its Fast Forward strategy to accelerate its transformation into an agile and genuinely digital-first public service streamer by 2030. It is designed to ensure Channel 4 embraces the generational shift in TV viewing, elevates its impact across the UK and stands out in a crowded market.

From its bases in London, Leeds, Manchester, Bristol and Glasgow, Channel 4 is fully committed to harnessing the power of its regional structure to increase its impact across the UK. Through its training and development initiative 4Skills is opening up opportunities in broadcasting, with a particular focus on disadvantaged young people and addressing skills gaps across the Nations and Regions. 4Skills invests millions in training, development and learning opportunities annually.

Through Film4 Productions, Channel 4 also invests in British filmmakers to huge critical acclaim, producing 43 Oscar wins and 97 BAFTA wins in its history.

https://www.channel4.com

About Powersheds
Powersheds is a UK-wide outdoor living brand, creating premium garden buildings including sheds, summerhouses and log cabins, with a focus on quality, durability and simplicity. Drawing on decades of experience, Powersheds' modular designs allow for flexible layouts, while high-quality materials and careful craftsmanship ensure long-lasting performance. With an emphasis on sustainable sourcing and excellent service, Powersheds  prides itself on delivering a Powerfully Simple service, ensuring that every step from choosing and buying to delivery and assembly is as enjoyable as the buildings themselves.