The sponsorship includes an interactive game, created by design and digital agency Rufus Leonard, which will feature on the sponsorship idents around the Vernon Kaye-fronted show.
The viral game, called 'Shear the Sheep', allows contestants to win prizes including a weekend in Monte Carlo.
Alex Zanich, account director at Rufus Leonard said: "There are few insurance brands that you can interact and engage with so creatively online.
"The games deliver a fun element; however, the brand retains a strong call to action to challenge Churchill to deliver competitive quotes."
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