Comparison site Gocompare.com has signed as sponsor for ITV's All Star Family Fortunes, with the first idents set to appear this Sunday (11 January) when the latest series kicks off.
The sponsorship package, negotiated by ITV Commercial, FremantleMedia UK and Carat on behalf of Gocompare.com, includes broadcast, online and mobile activity as well as a licensing agreement.
As part of the deal, the comparison site has produced a series of programme idents that feature the Gocompare.com team playing a pub quiz version of Family Fortunes in which they give all the right answers to their opponents. The sponsorship idents were created by Fold7.
Kevin Hughes, chief marketing officer at Gocompare.com, said: “We’re excited to be sponsoring the upcoming series of All Star Family Fortunes. The programme has become a Sunday night staple on British television and we’re looking forward to interacting with viewers through our sponsorship of the show.”
The series is set to kick off with a special one-off episode called All Star Family Misfortunes where presenter Vernon Kay looks back at silly answers from past celebrity contestants.