Brand distributor J Wray & Nephew UK said the channel delivered a better profile of ABC women consumers, its target market, than rival channels MTV, E4 and ITV2.
Programmes that have found a home on Living 2 include Extreme Celebs, Most Haunted Live and Style Me.
The sponsorship deal will extend to the Living 2+1 channel.
Brand manager Karen Fowler said: “Experience shows that the brand responds to being seen in association with major shows with committed followings, which we can cherry-pick.
“There tends to be a higher female profile here, and the brand success definitely responds to such strong and repeated activity.”
The sponsorship agreement equates to around 3.5 hours of airtime as week.