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Key elements of the sponsorship include on-air billboards throughout the show, a pan-European on-air competition and promotional spots.

It also includes online opportunities including logo and banner presence across MTV's network of 11 localised MTV Europe Music Awards microsites, inclusion in all of MTV Europe Music Awards pan-European marketing and PR campaigns and integration across all MTV Europe Music Awards events in the run-up to the show.

All sponsors also have the opportunity to use the MTV Europe Music Awards 2004 logo in their own promotional activity.

The awards ceremony consistently brings MTV Europe its highest ratings, according to the broadcaster. The awards will take place this year at the Tor Di Valle in Rome on November 18.

Dave Sibley, senior vice-president and general manager of international marketing partnerships at MTV Europe, said: "The awards will offer Replay, L'Oreal, HP and Foot Locker multiple opportunities to reach Europe's young and young-minded in a targeted and impactful way."

The deal marks Foot Locker's third sponsorship of the awards. Replay Blue Jeans enter the second year of the sponsorship, while L'Oreal Paris Studio Line will be sponsoring the event for the first time, as will HP.

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