Marshalls, the garden product manufacturer, has signed a year-long sponsorship deal with the UKTV channel UK Style.
The deal signals the first TV work from the company, which is to sponsor the channel's Lunch In The Garden strand that airs in the early afternoon.
The six-figure deal will include two creative executions for Marshalls, produced by BBC Broadcast, which will run on programmes including Ground Force, Garden ER and Water Gardens.
The deal, brokered by IDS, will also include branding and content on the UK Style web site.
UK Style is one of one of UKTV's six channel brands. The company, which is a joint venture between Flextech and the BBC, recently launched its first branded ad campaign to raise awareness of all its channels, and is planning the launch of a seventh channel - Style Xtra - on the Freeview DTT platform early next year.