Bennetts, the motorcycle-insurance company, is sponsoring coverage of the 2006 British Superbike Championship on ITV1 and digital channel Men & Motors.
The one-year tie-up extends Bennetts' association with motorbike racing; it is already title sponsor of the championship itself.
The deal will include broadcast sponsorship of the tournament, which starts on 26 March, as well as associated shows Build or Bust and All The Gear: No Idea.
The deal was negotiated by MediaVest Manchester with ITV Sales. Dig For Fire will produce the credits.
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