British Gas is taking center stage as the official sponsor of Absolute Radio's Hometime with Bush & Richie, marking a significant partnership that will resonate with the show's two million listeners. This collaboration, developed by the media agency OMD UK, is set to run until 2026, placing British Gas at the heart of the 4-7 pm drivetime slot. The partnership aims to showcase British Gas' commitment to customer care and bring the brand to life in a fresh and engaging way.
Throughout the sponsorship, British Gas will bring its 'Taking care of things' promise to life, broadcasting live from listeners' homes and featuring engineers on air to share practical advice. Listeners will also have the opportunity to enjoy prizes and giveaways, reinforcing British Gas' dedication to supporting homes. This initiative reflects Bauer Media's commitment to delivering trusted, high-quality advertising environments, powered by creativity and insight.
Simon Kilby, Managing Director of Bauer Media Advertising, expressed enthusiasm for the partnership, highlighting Absolute Radio Hometime's established status in the UK radio landscape. He emphasized the collaboration's potential to bring the brand to life through Bush and Richie's unique style, with creative and commercial teams working closely with British Gas and agency partners to shape a partnership that listeners will love.
Andy Freeman, Group Brand & Marketing Officer at Centrica, the parent company of British Gas, added that the partnership leverages British Gas' decades of expertise in British homes and Absolute Radio Hometime's platform. This synergy allows for enhanced customer connections, reaching more people with trusted advice to keep their homes warm and functional. The partnership builds on existing efforts by offering expert advice, providing value back to customers, and supporting long-term brand building.
To ensure the partnership's success, Bauer Media will conduct ongoing research and effectiveness studies, tracking performance across awareness, consideration, and brand perception throughout 2026.
