I get the impression that not a lot of thought goes into selling sponsorship on UTV.
The whole Christmas period... "Furniture Village sponsors Christmas on UTV".
Furniture Village has no stores in Northern Ireland, and the website doesn't deliver to NI either.
If that's the case I'm surprised Furniture Village paid for it. Stuff like this can be done regionally, the ITV National Weather is a case in point.
Unless nobody wanted to sponsor Christmas on UTV, so Furniture Village got the UTV region for free, as going sponsor less would mess up the timings.