Shaw Media and Scripps Networks Interactive, the developer of lifestyle brands such as HGTV and the Food Network, announced Wednesday an expansion of their partnership.

Where the previous deal spanned HGTV, Food Network and DIY channel, and granted Shaw an equity ownership, program supply and trademark licensing, the expanded partnership will see the broadcaster become the exclusive sales agent for Scripps’ online brands, such as Foodnetwork.ca and HGTV.ca, among others.

Greg Treffry, VP of partner development, Shaw Media, tells MiC that Scripps’ brands reach a core demographic of women aged 25 to 54. The new deal will allow Shaw to offer its clients more flexibility to reach the demo across the Canadian and American digital portals, meaning advertisers can purchase spots on both Foodnetwork.ca and Foodnetwork.com.

Treffry says that Shaw’s ad offerings include traditional display advertising platforms, such as boxes and banners.

He adds that the deal was a natural extension of Shaw’s long-term partnership with Scripps, which began 15 years ago with the launch of HGTV.