First Choice, the re-launched Owners Abroad is to sponsor Strike It Lucky, the entertainment show hosted by Michael Barrymore. First Choice will be the first holiday tour operator to sponsor an ITV Network programme.
The new series of 14 half hour shows goes on air on Tuesday 13 September at 8.30pm.
The deal is part of a major repositioning by the holiday company which has this week revealed the First Choice identity and three holiday brands.
The deal was negotiated for First Choice by the Total Communication Partnership, and by David Prosser, Head of Sponsorship at Carlton UK Sales.
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