Young’s Seafood is to sponsor a new TV cookery programme in its first TV sponsorship deal.

Bumpers will flash up on screen at the beginning and end of the ad breaks during Mitch and Matt’s Big Fish, which stars former rugby player Matt Dawson.

The company’s branding will also feature on a website being developed to accompany the series, which airs in November, and in additional advertising and PR activities.

The show features Dawson and celebrity fishmonger and restaurateur Mitch Tonks travelling around the UK catching and cooking fish.