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The pizza chain's marketing director, Robin Auld, has said that the flood of orders, nicknamed 'The Simpsons rush', that was

generated in the early years of its Sky One sponsorship has dried up 10 years into the association.  Once accounting for the bulk of its promotional spend, the sponsorship now represents less than 10% of its annual £18m budget.

The deal has also been hit by Ofcom rules governing the TV advertising of products high in fat, salt or sugar (HFSS) to children, which has meant that the majority of its pizzas cannot be shown in the cartoon idents.

Although Domino's could have continued to showcase its non-HFSS pizzas, Auld said that to act within the spirit of the rules, it has opted to promote its delivery and digital services instead.

He also claimed that the tie-up still delivers audiences and the contract, which runs until the end of the year, would be renewed if terms could be agreed with Sky.

Later this month Domino's will roll out its sponsorship of ITV1's Britain's Got Talent, the brand's first prime-time deal.