Sekonda fashion brand Seksy will sponsor shows including For One Night Only and Everybody Dance Now.
For One Night Only is a Sunday evening variety show with stars including Michael Buble, Pink and The Pussycat Dolls. Everybody Dance Now, fronted by Fearne Cotton, is a one-off show looking at the biggest dance crazes.
The sponsorship, which includes mobile interactive bumpers, was negotiated by ITV Customer Relations and John Ayling & Associates.
The broadcaster has also signed Ford to sponsor The Fashion Show, an ITV2 programme starring model Abigail Clancy. The deal includes broadcast and online sponsorship and was negotiated with MindShare. Idents were produced by Smithereen and Ogilvy Advertising, and will promote the new Ford Fiesta.
Separately, sales house IDS has signed Quality Standard Beef and Lamb as sponsor for UKTV Food flagship show Market Kitchen.
Eblex, the company behind Quality Standard – famed for its Beefy and Lamby campaigns – takes over from Waitrose as sponsor in a six-figure, six-month deal.