Halfords has been the sponsor of motoring programming on Dave since July 2007. The new deal, which begins on 1 January, will run throughout next year.
The deal covers programmes such as Top Gear, 5th Gear, Clarkson's Extreme Machines and Car of the Year 2009. The agreement also includes online sponsorship of the Car of the Year section on Joindave.co.uk, the newly launched website for Dave.
The sponsorship, which IDS said was the second-biggest on Dave after beer brand Cobra, will also include Halfords branding on promotional trails for motoring programming with "sponsored by Halford's" referenced verbally.
The deal was negotiated with Walker Media by Davina Barker, commercial development manager for IDS.
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