Comparethemarket.com has today been announced as the new sponsor of Coronation Street.
The three-year sponsorship package covers broadcast, online, mobile and licensing.
It was negotiated by ITV Commercial and Newcast, ZenithOptimedia's sponsorship and content division.
Paul Galligan, managing director of comparethemarket, said: "We will be working closely with ITV to ensure this is a model partnership, utilising both on and off-air opportunities to take our brands to customers in new and exciting ways.”
For the last five years Coronation Street has been sponsored by furniture retailer Harveys.