Frijj has been revealed as the new sponsor of iconic Sky Sports show Soccer AM this season.

Under the deal the Dairy Crest milkshake is being promoted in 15 second idents at the beginning and end of the three hour programme, as well as five second slots at each commercial break.

The idents are humorous and centred around the theme of ‘swamp football’, said Dairy Crest’s liquid sales and marketing director, Marc Dubery.

The contract, which kicks off tomorrow and runs throughout the 2009/10 football season, also sees Frijj promoted in Soccer AM’s online, mobile and video-on-demand coverage.