The £1m marketing programme, which will last nine months, includes advertorials in FHM, online credits on the title's website, mobile phone promotions and marketing on Frijj packs and at point of sale.
Launched in 2002, High Street Honeys is now one of FHM's largest promotions.
It consists of a national search for undiscovered beautiful women to feature as models in a special supplement published with the September issue of FHM.
A Frijj promotion in that issue will offer readers the chance to win tickets to a High Street Honeys party, at which the 2004 winner will be announced.
Frijj marketing controller Paul Davies said the sponsorship was a key to the brand's repositioning. 'FHM gives Frijj the permission to talk to lads in their language,' he said.
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