Wickes promotes football link-up

DIY giant Wickes has hired Cake to promote its new status as a Football League Championship sponsor.

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.

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