13 January 2026
British Gas powers Bauer Media鈥檚 Absolute Radio Hometime as official sponsor
Bauer Media Audio UK has announced British Gas as the new official sponsor of Absolute Radio Hometime with Bush & Richie, launching a major new partnership across one of the network鈥檚 flagship weekday shows.
The partnership, developed by media agency OMD UK, launches this week and runs throughout 2026. It places British Gas at the centre of Absolute Radio鈥檚 4鈥�7pm drivetime slot, delivering a programme of content to the show鈥檚 two million listeners.
It reflects Bauer Media鈥檚 continued focus on delivering trusted, high-quality advertising environments at scale, powered by creativity and insight. While for British Gas, the partnership provides a platform to demonstrate how they鈥檙e taking care of customers鈥� homes and brings the brand to life in a new way.
Throughout the sponsorship, British Gas will bring its 鈥淭aking care of things鈥� promise to life, from broadcasting live from a listener鈥檚 home to featuring British Gas engineers on air sharing practical advice. Listeners will also have the chance to enjoy prizes and giveaways, reinforcing British Gas鈥檚 commitment to supporting homes.
Simon Kilby, Managing Director, Bauer Media Advertising, said; 鈥淎bsolute Radio Hometime is one of the most established shows on UK radio and we’re excited to team up with British Gas to bring the brand to life, through Bush and Richie’s unique style.聽Our creative and commercial teams have worked closely with British Gas and agency partners to shape a partnership that I’m sure listeners will love.鈥�
Andy Freeman, Group Brand & Marketing Officer at Centrica, parent company of British Gas, added: 鈥淥ur homes are more than just places we live – they鈥檙e the heart of our lives, evolving with our needs. With British Gas鈥� decades of expertise in British homes and Absolute Radio 贬辞尘别迟颈尘别鈥檚 platform, we can enhance the way we already connect with customers, reaching even more people with trusted advice to help keep their homes warm and working. This partnership builds on what we do today by offering expert advice, giving value back to customers and supporting our long-term brand building.鈥�
The partnership will be supported by Bauer Media鈥檚 ongoing research and effectiveness studies, tracking performance across awareness, consideration and brand perception throughout 2026.
