Starting with the Toon鈥檚 first home match of the group stage against Dinamo Tbilisi on 4 November, the deal with feature branded trailers on ITV2 and ITV3 and specially created idents for the match programme, hosted by Matt Smith.
The deal was negotiated by Alison Wright at Mediavest Manchester with Elaine Roberts and Stewart Hunt at ITV Sales.
David Henderson, director of advertising at Northern Rock, said: 鈥淭his is a logical extension of the company鈥檚 involvement in sport and in particular as Newcastle United鈥檚 partner, I am sure everyone will have a laugh at our Romeo the Frog title credits.鈥
The deal follows ITV鈥檚 recent decision to snap up the rights to Newcastle United鈥檚 Uefa Cup games.
On match days, ITV2 has been re-branded to ITV Toon, with the broadcaster鈥檚 traditional blue and yellow idents changed to mirror Newcastle United鈥檚 black and white home strip.
Hunt added: 鈥淭his sponsorship deal is a fantastic association with ITV2鈥檚 sporting output. UEFA Cup football is a must for any football fan and this is a fantastic and targeted advertising opportunity for Northern Rock.鈥
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