ITV1 is looking for a headline sponsor for the Ant and Dec-fronted celebrity golf tournament, the All Star Cup.
The package, thought to be worth up to &£3m, is likely to include programme idents, branding in and around the venue, corporate hospitality and promotional rights.
ITV1 has yet to confirm the names of the celebrities taking part, but the broadcaster is planning 15 hours of coverage during August Bank Holiday weekend.
First shown on Sky One last year, the three-day tournament pits two teams of ten celebrities – one American and one European – against each other. Dubbed the “Celebrity Ryder Cup”, the All Star Cup was developed by Anthony McPartlin and Declan Donnelly’s production company, Gallowgate. Captained by golfing legend Colin Montgomerie, last year’s European team included actress Catherine Zeta Jones, broadcaster Chris Evans, and Olympic gold-medallist Sir Steve Redgrave. It beat an American side that included Zeta Jones’s husband Michael Douglas, former Charlie’s Angel Cheryl Ladd and West Wing star Rob Lowe.
Separately, ITV1 is also understood to be looking for a headline sponsor for a new quiz show, the Con.Test, also developed by Gallowgate and due to air this spring.