New ITV Saturday night game show Bang on the Money is to be sponsored by Icelolly.com.
The deal by the holiday price comparison website is part of a campaign to raise brand awareness.
The 60-minute show starts tomorrow at 7pm and runs for eight weeks, is expected to see millions of adult viewers tune in.
The show, hosted by Kiss FM’s Rickie and Melvin, pits two teams against each other in a series of games.
Icelolly.com advert spots will feature before and after the programme in addition to either side of the advert breaks.
Chief executive, Ross Matthews, said: “Bang On The Money fits perfectly with our target audience and we’re delighted to be once again working with ITV.
“This sponsorship represents a significant investment and is a further sign of our intention to become the UK’s leading holiday price comparison service.”