Home Depot, Discovery build exclusivity

Store to sponsor, provide products for popular 'Spaces'

Discovery Networks has hammered out a sponsorship deal with Home Depot, already the category exclusive sponsor of “While You Were Out.”

New deal adds TLC flagship hit “Trading Spaces.” (However, while no other home improvement retailer will be promoted on shows, “Trading Spaces” does have a partnership with Procter & Gamble’s Swiffer brand.)

Agreement will run from fourth-quarter 2003 through third-quarter 2004. Financial details were not disclosed.

“This partnership is groundbreaking, as the Home Depot receives the unique benefit of category-exclusive sponsorship for two of the hottest shows on cable, with formats that couldn’t be a better match for their business,” said Joe Abruzzese, cabler’s ad sales prexy.

Parts for parcels

As part of the deal, Home Depot will provide products and materials for the design projects featured on the show. Retailer will be responsible for the makeover budgets, which is $1,500 on “While You Were Out” and $1,000 for each team on “Trading Spaces.” Home Depot also has committed to advertising on other Discovery properties, including Discovery Channel and BBC America.

In exchange, Home Depot logo will be included in print ads and direct-mail campaigns. Talent will appear in stores across the U.S., and plans are under way for a series of on-air vignettes with home-improvement advice.

Home Depot also will have added marketing opportunities on both skeins, including specials, stunts and spinoff “Trading Spaces: Family.”

With more than 1,600 stores nationwide, Home Depot racked up sales of $58.2 billion in 2002.