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The DIY brand is in its sixth year of partnership with Absolute Radio's most popular programme, The Christian O'Connell breakfast show. 

Matthew Gaunt, head of communications at Wickes, said: "It's Absolute Radio who know their audience really well so we got to trust in them in how to make the content appropriate. We've got a really good creative platform here... we like to challenge [the audience] what Wickes is about".

The station said "87% of listeners like the relationship" between Wickes and Absolute Radio, and added that "88% agree the sponsorship makes them remember Wickes when thinking about DIY".