Maplin has signed its first TV sponsorship deal in its 41-year history for Channel 4's Gadget Man show.
The electronics retailer is sponsoring the second series of the tech programme, with idents showing Maplin store staff having "a solution for everything and for everyone". The idents were made by Sassy Films.
Gadget Man is presented by IT Crowd actor Richard Ayoade and stars celebrity gadget fans including Stephen Mangan, Jimmy Carr, John Humphrys and Noel Fielding.
Breffni Walsh, marketing director at Maplin, said: “The association of Maplin and Gadget Man is a match made in heaven. Our Maplineers have a passion for providing technology solutions, and the sponsorship brings their expertise to life in a fun, light-hearted way.
"This is a very exciting opportunity for Maplin.”
Rob Ramsey, partnership leader at Channel 4, added: “We’re very pleased to be working with Maplin for what is its first-ever TV sponsorship.
"Gadget Man is an increasingly popular show that aims to provide its viewers with solutions, ideas and inspiration which reflects the Maplin brand experience.”