Online travel agency On the Beach is to sponsor ITV’s comedy show Benidorm.

The company will become the lead sponsor of the show. Viewers will see a short ident at the start of each show and at each advert break.

Chief marketing officer, Alistair Daly, said: “This is such a fantastic opportunity and we hope viewers enjoy our ads.

“Benidorm is ITV’s most successful sitcom, so we are delighted to be associated with such an iconic show.

“Not only is Benidorm a successful TV show, it also remains an incredibly popular destination for sun-seeking Brits and we expect it to remain that way for many years to come.”