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’s 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’s 4–7pm drivetime slot, delivering a programme of content to the show’s two million listeners.

It reflects Bauer Media’s 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’re taking care of customers’ homes and brings the brand to life in a new way.

Throughout the sponsorship, British Gas will bring its “Taking care of things” promise to life, from broadcasting live from a listener’s 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’s commitment to supporting homes.

Simon Kilby, Managing Director, Bauer Media Advertising, said; “Absolute 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. 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.”

Andy Freeman, Group Brand & Marketing Officer at Centrica, parent company of British Gas, added: “Our homes are more than just places we live – they’re the heart of our lives, evolving with our needs. With British Gas’ decades of expertise in British homes and Absolute Radio Hometime’s 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.”

The partnership will be supported by Bauer Media’s ongoing research and effectiveness studies, tracking performance across awareness, consideration and brand perception throughout 2026.