P&O Cruises has become new headline sponsor of the Bafta Television Awards in a multi-year deal.
The line is launching a ‘Memorable Moment Award’ – the only category to be voted for by members of the viewing public.
The award will honour the impact of television in the UK and its power to entertain, inform and bring the nation together.
Voting for the six nominees will open next month with nominations to be decided by an independent industry jury overseen by Bafta.
The partnership will include activity around the awards, which take place this year on May 14, as well as future involvement on board the P&O Cruises fleet.
P&O Cruises president Paul Ludlow said: “This headline sponsorship brings together two iconic British brands, both steeped in heritage and with huge synergies in entertainment and experience.
“Just like holidays, TV provides escapism from the everyday and the Bafta Television Award categories and nominees represent a huge variety, with programming and talent which truly celebrates the best of the best.”
Bafta partnerships and fundraising executive director Louise Robertson described P&O Cruises as a “distinctively British brand with history and heritage in the hearts and minds of all age groups”.
She added: “As an arts charity, we are very grateful to P&O Cruises for its generous support of the Bafta Television Awards, enabling us to stage Britain’s biggest celebration of UK and international television – and look forward to developing our new partnership over the coming years to celebrate the people who bring this to life through their storytelling and production, and inspire the next generation of creative talent.”