Star Ticket is a 17-part series for children aged six- to 12-years-old.
The programme features regional auditions to choose a five-member band to play at the Disney Channel's Kids Awards in October. It starts from June 28.
The sponsorship consists of ten- and 15-second bumper credits to be broadcast before and after the programme, featuring an animated biscuit pop star.
A Disney Channel spokeswoman played down the sponsorship, denying that it contravened the channel's 'no advertising' stance which has been in place since its launch in 1995, or that it was the first step toward accepting advertising.
"Star Ticket is such a big event, taking place for several months around the country, that we decided to offer this as an opportunity for the sponsor to get payback, she said.
The on-air sponsorship is just one strand of a broader partnership between the biscuit brand and Star Ticket, aimed at promoting BN's new pack design and recipe.
An instant-win on-pack promotion, devised by Dialogue Marketing Group, offers kids the chance to win an interview with their favourite star to be televised live from the awards in October, plus VIP tickets to the awards for a family of four. Other prizes include 100 pairs of tickets to the awards ceremony and goody bags.
Chocolate and strawberry flavoured BNs will be sampled at all the auditions, and BN branding will appear throughout the audition venues. Last year's awards programme and roadshow was sponsored by McDonald's.
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