The deal will also see the beer brand launch a new service called CobraVision to allow filmmakers to showcase their work during idents associated with films on either channel.
Bosses at both brands claimed the deal is a 鈥渕edia first鈥, with Cobra launching its first foray into television sponsorship and ITV sealing its first package for the new ITV3 arm of the business.
Viewers will also be offered interactive functions, such as competitions and exclusive content, via their handsets.
Karan Bilimoria, founder and chief executive of Cobra Beer said: 鈥淐obraVision is an initiative to support and encourage creativity and filmmaking in the UK, and the first of its kind in broadcast, media or advertising history.
鈥淭his initiative provides aspiring artists and directors the opportunity to showcase their work to a wide audience through the Cobra/ITV partnership.鈥
Yan Li, sponsorship and branded content executive at ITV Sales, added: "Cobra Beer is the perfect brand for our multichannel movies and we are delighted to have them on board not just as the broadcast sponsor but also for the association to extend off air with ITV online and interactive support.
鈥淲e will also be giving CobraVision our full endorsement, it is an exciting media first for us all and we are looking forward to playing an integral of the campaign."
By Kevin May
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