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Following deals brokered by IDS, which also handles sales for Virgin Media TV and Setanta Sports, multivitamin company Centrum will, from next Monday (22 September), sponsor Your Life, a lifestyle programme similar in format to What Not to Wear.

The six-month sponsorship, also negotiated by Seb Biggins, trading director at ZenithOptimedia, is said to be worth more than £200,000 and will be supported by an ad campaign promoting Centrum’s Clever You, Clever Centrum brand message.

The second UKTV Style sponsorship is with Pilkington, the glass manufacturer. The brand will sponsor the home improvement strand called Home Sweet Home, which features shows such as DIY SOS and Love the Place You’re In.

The £400,000 deal is being used to promote Pilkington Activ-Glass – the self-cleaning glass range – and includes an online campaign with sponsorship of the relevant programming on uktvstyle.co.uk, an advertorial, a competition and newsletter sponsorship.

Matthew Godsmark, agency sales group head, Caroline Holmes from IDS and Natalie Carroll, account director at Mediaedge:cia Manchester, helped broker the arrangement.