Wickes, battling falling sales across its sector, is pushing itself as the 'official DIY supplier' to next season's Championship.
Cake is to promote consumer awareness of the link-up, on a brief that includes 'half-time pitch activity' and viral campaigns.
Wickes - bought by Travis Perkins earlier this year - inked a three-year deal to become a second-tier partner of the league, below Coca-Cola, in February.
It is the first - and thus far only - brand to secure such a deal as the league bids to bring in more corporate cash. The Football League hopes to have five further second-tier Championship sponsors next season.