The deal kicks off with the first round draw this weekend (24 October) and will run throughout the 2010/2011 domestic football season.
Broadcast sponsorship will appear on ITV1, ITV1HD and ITV4 across all coverage including live replays and highlights programmes, with online sponsorship at ITV.com and sponsorship across ITV’s interactive and mobile platforms.
The sponsorshop idents include three characters: Keith, Ian and Andy, who travel to FA Cup games in a Kia Sportage. The idents have been created by Innocean Worldwide.
The ITV’s previous FA Cup sponsor was online betting service bet365.