The snack specialist’s decision to back the eight-week show, hosted by Phil Tufnell and Kirsty Gallacher, will take up a significant part of its £5m round of backing for its products this year.
The show has been described as a mixture of former hits Gladiators and It’s a Knockout and will be filmed in Jersey.
Peter Judge, Ginsters’ sales and marketing director, said: “This is the first time we have taken advantage of television opportunities and are confident the sponsorship will further support brand sales and increase market penetration.
“This is a prime time television show that will ensure exposure to an estimated audience of 28 million.”
Judge added: “The programme has already done very well in Germany and France and is very much a fun, energetic and dynamic show which reflects the Ginsters brand values.”