The latest series of ITV sitcom Benidorm, which kicked off this week, is being sponsored by Zamaretto flavoured amarettos. Intercontinental Brands, which launched the range in May, said the six-week deal was part of a £1m marketing push for the brand and includes repeat showings on ITV and ITV 2. The company estimates that about 35% of the population will see the sponsorship at least once.