The launch marks the first time Heart's breakfast format has gone nationwide, having previously only been broadcast in London.
Presented by Amanda Holden and Jamie Theakston, with ex-Pussycat Doll Ashley Roberts fronting news from the world of show business, the chat show will serve an estimated 9.7 million listeners who tune into Heart radio every week.
Under the terms of the sponsorship deal, TalkTalk will be given extensive airtime presence in the form of broadcast ads, a digital presence on Heart’s website and on the Global player app, as well as mentions across its social media channels including Facebook, Twitter and Instagram.
Mike Gordon, chief commercial officer at Global, said: “As we prepare for exciting changes at Heart, we are delighted to welcome TalkTalk on board as the official sponsor for the brand-new Breakfast show with Jamie Theakston and Amanda Holden.
"With the nationwide launch of the largest show in commercial radio, our partnership will reach millions of listeners across the entire nation on air, online and via Global Player.
David Parslow, group marketing director at TalkTalk, added:” Finding ways to help people connect to their friends, family and communities is a huge part of TalkTalk’s DNA. Heart’s unique relationship with its listeners makes this partnership a natural fit for TalkTalk and we’re delighted to be sponsoring its new Breakfast show.”
The sponsorship package was brokered by media agency m/SIX