Virgin Radio UK has unveiled an exciting new partnership with Wickes Kitchens & Bathrooms, marking the start of a year-long collaboration. The partnership, brokered by Dentsu Partnerships, will see Wickes sponsor weekday afternoons from 1-4 pm with Jayne Middlemiss and weekend afternoons from 1-4 pm with the popular duo Dick and Dom.
As part of the collaboration, listeners can expect on-air credits, live reads by presenters, promotional trails, and weekly competitions. Every week, listeners will have the chance to win £500 in Wickes vouchers, split between the two shows.
The partnership is set to expand further in November 2025, when Wickes will also sponsor the 4-7 pm weekend slot, enhancing its brand visibility across the Virgin Radio UK network.
Mandy Minichiello, head of marketing for Kitchens & Bathrooms at Wickes, shared her excitement about the collaboration, saying, "We’re really excited to be teaming up with Virgin Radio UK. At Wickes, we believe everyone should have a home they’re proud of, and this collaboration is a brilliant way to inspire and support our customers. With lots of brilliant giveaways, we can’t wait to get started."
With 230 stores across the UK and an extensive range of products available online, Wickes continues to expand its reach.
Virgin Radio UK has also seen significant growth in recent months, with the latest RAJAR results showing an increase of 22.5% year-on-year, welcoming a total of 2.2 million listeners.
