Home Depot has taken over sponsorship of a US Changing Rooms-style TV show from arch-rival Lowe's.
The DIY giant will sponsor Trading Spaces in which, just as in Changing Rooms, neighbours undertake US$1,000 (£624) makeovers of each other's homes.
Lowe's has sponsored the show for the past three years, providing all the tools and materials for contestants. However, the cost of the deal - which is undisclosed - rose, and Lowe's decided to walk away, leaving the door open for Home Depot.
Home Depot executive vice president, merchandising and marketing John Costello said: 'This extension allows us to hammer home Home Depot's know-how like never before on cable television. It gives Home Depot new ways to showcase the latest trends and innovative products.'
Home Depot's sponsorship deal runs from the fourth quarter of this year through to the third quarter of 2004.
In the UK, television show sponsorship deals have yet to be embraced by retailers, although Topps Tiles sponsors the weather in ITV regions Carlton and Tyne Tees.
No comments yet