Jacobs is renewing its sponsorship of ITV’s flagship quiz show Who Wants To Be A Millionaire for a third series.
Danone brand Jacobs has struck a deal with Carlton TV to extend its original £2.5m, 30-programme’s deal following the Celador Production show’s high ratings.
A Jacobs spokeswoman confirms the deal will be completed this week, but refuses to put a figure on the new series, which begins in January.
She says: “The series has proved very popular and there is talk of a one-off Christmas special.”
On-air sponsorship has included 15-second front credits, ten-second end credits and five-second break bumpers featuring Jacobs products such as Crackers, Club biscuits and Twiglets.
Jacobs has supported the current run of Who Wants To Be A Millionaire, presented by Chris Tarrant, with on-pack promotions offering consumers the chance to win up to £1m.
The company won the sponsorship rights from The Sun last year after the newspaper backed the first series.