Holland & Barrett has been announced as the new headline sponsor of Capital Breakfast with Jordan North, Chris Stark and Siân Welby, in a long-term partnership brokered by Carat UK.
The deal with Global, owner of Capital, the UK's No. 1 hit music brand, marks the first new sponsor of Capital Breakfast in nine years. It hands one of the UK's leading health and wellness retailers a daily presence on one of the country's biggest commercial breakfast radio shows, which reaches 2.8 million listeners every week.
For Holland & Barrett, the appeal is the moment as much as the audience. Capital Breakfast is woven into millions of morning routines, and mornings are when decisions about energy, hydration, nutrition and recovery get made. The sponsorship places the brand exactly where those choices happen.
Sponsorship credits across the show will bring Holland & Barrett's range to life for listeners, covering everything from supplements and self-care to matcha, magnesium, collagen and creatine, alongside the personalised advice available in its stores and online. The activity supports Back Your Body, the brand's call for people to listen to their bodies and look after their wellbeing in ways that suit them.
The deal builds on an existing relationship between the brands. Holland & Barrett already sponsors The Capital Evening Show with Jimmy Hill, and the move to breakfast extends its presence across Global's biggest shows.
Mark Singleton, Chief Marketing Officer, Holland & Barrett, says: “We’re delighted to become the new headline sponsor of Capital Breakfast and partner with one of the UK’s most influential morning shows. It’s the perfect platform for us to connect and engage with audiences at the very start of their day, every day. It builds on Back Your Body, our rallying call encouraging people to listen to their bodies and support their wellbeing in ways that work for them, whatever their morning routine. The partnership focuses on helping people feel their best throughout the day, whether they need an energy boost, support with workout recovery, better hydration and nutrition, or simple wellness essentials as part of their everyday routine.
“As sponsor of The Capital Evening Show with Jimmy Hill, we’ve worked with Global and Capital for a number of years already and we’re excited to continue that momentum and create some brilliant moments for Capital’s early morning listeners.”
Andrea St Leger, Client Director, Carat UK, added: "Mornings are the most contested moment of the day for attention, and Capital Breakfast has earned its place in millions of routines in a way few media properties can claim. For Holland & Barrett, that consistency matters. Wellness isn't a one-off purchase, it's a habit, and this partnership puts the brand inside the very routine it exists to support.
"Jordan, Chris and Siân have a relationship with their listeners that money can't replicate, only borrow well. Our job was to find the right way for Holland & Barrett to borrow it, and a headline sponsorship of this scale, the first new one in nine years, was worth waiting for."
If you would like to speak with the team about sponsorship, get in touch.
