Craft retailer Hobbycraft has signed a deal to sponsor new TV programme Crafty Beggars, which is launching in October.

Hobbycrafts is sponsoring the show, Crafty Beggars, which launches in October

Hobbycraft will sponsor Crafty Beggars, which will air as a seven-part series on digital channels Discovery TLC and Home & Health.

The show will feature craft enthusiasts competing in pairs to carry out challenges over a two-day period, culminating in the contestants selling their goods to the public at market stalls.

Hobbycraft customer development director Katherine Paterson said: “There has been a gap in the market for a TV programme that really champions the crafting movement and we believe this show has all the ingredients necessary to talk to our customers. It’s a great mix of Bargain Hunt meets The Apprentice, with some great inspiration and ideas thrown into the mix.

“We’re delighted that Hobbycraft is involved in a programme that fits so well with our brand.”

Hobbycraft is also sponsoring The Handmade Fair at Hampton Court Palace in September.