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Under the terms of the two-year, six-figure agreement, Brylcreem will run credits and break bumpers around the weekly three-hour show.

It will also be given visual and verbal credits in on-air promotions and branding, as well as ads on the Sky Sports website.

The agreement, brokered by ZenithOptimedia, will include the development of off-air dual-branded promotions.

The Sky Sports deal follows Brylcreem's signing of David Beckham as a brand ambassador, and the launch of a £1.5m campaign at the end of last year for its Rock Hard Wax, Natural Gel and Brylcreem Gel Shots products.