ITV has struck a multiplatform sponsorship deal with Continental Tyres for Dancing on Ice and its 2013 coverage of the England football team.
The deal will see the automotive supplier run online and TV sponsorship for the eighth series of Dancing on Ice, which kicks off next year.
Continental Tyres, which is an official sponsor of the FIFA World Cup 2014 and EUFA Euro 2016, will also run cross-platform advertising around the 12 international England football games scheduled for next year.
The broadcaster has also extended its integrated ad deal with Dutch brewer Bavaria around its comedy package, comprising new shows The Job lot, Great Night Out and Fake Reaction, along with the latest series of Benidorm.
The sponsorship will kick off on 3 January next year.
The Job Lot, produced by Big Talk Productions, is a new sitcom set in a busy West Midlands Job Centre and will run on ITV1.
Great Night Out is a new series created by The Worst Week of My Life duo Mark Brussell and Justin Sbresni and produced by Hat Trick Productions. It will follow four men in their thirties as they gather for a weekly night on the tiles in Stockport.
Meanwhile Fake Reaction, hosted by Matt Edmondson, is a show centred on six contestants comprising a mix of celebrities and comedians, who will compete against each other in a series of games in which they must conceal their true reactions to a set of extraordinary challenges.