On the Beach is to sponsor hit TV comedy Benidorm for its tenth season.

The beach holiday specialist will once again become the lead sponsor of the show and viewers will see a short ident at the start of each show and after advert breaks.

The new series of the ITV show, which follows British holidaymakers at the Solana Hotel, is filmed at the Sol Pelicanos Icas Hotel in Benidorm.

The new series starts on February 28 and is preceded by a special one-off documentary tonight marking its ten years in production.

On the Beach chief marketing officer Alistair Daly said: “Once again, we are delighted to be associated with such an iconic British comedy.

“The show remains a firm favourite amongst British television viewers and no doubt many of our customers and we are sure the new season will prove a big hit.”

He added: “Benidorm is a key destination for On the Beach and has been a very popular destination amongst British holidaymakers for many years.

“Our booking data suggests that once again, millions of British sun-seekers will be jetting off to enjoy all that Benidorm has to offer this summer.”