Simon Cowell's new ITV1 gameshow Red or Black? has secured partnership from Domino's Pizza, in a deal rumoured to be worth more than £1m.
The Ant and Dec-hosted series will see contestants compete to win £1million in a series of games designed to test their luck. Filming began in London's Wembley Arena earlier this month, with celebrity appearances from Jedward and footballers Robin Van Persie and Cesc Fabregas.
According to The Guardian, sources claim that the £1m-plus on and off-air package will include TV, online and mobile sponsorship of the show, when it is broadcast across a week in the autumn.
"With its fast-paced, edge-of-your-seat format, we know that viewers are going to be glued to their screens and while they're deciding Red or Black? at home," Simon Wallis, sales and marketing director at Domino's, said. "The home is our point of sale so unmissable TV events such as Red or Black? create an ideal time for a product, such as pizza."
Simon Daglish, ITV's new director of multi-platforms and partnerships, commented: "Red or Black? is a hotly anticipated show for ITV and we are delighted to be working with a key partner in Domino's. This partnership has allowed ITV to work alongside Domino's and develop a multiplatform solution that will help deliver their marketing objectives across a range of touch points with the consumer. This collaboration is a great example of how ITV wants to work with its customers in the future."
Domino's previously sponsored Cowell's Britain's Got Talent, but was replaced by moneysupermarket.com for the most recent series.
It was previously reported that Syco and ITV Studios had failed in a bid to secure sponsorship from National Lottery operator Camelot.