The Gonzalez Bybass-owned brand previously sponsored ITV's Hell's Kitchen, but ended its association after two series. Ramsay was the celebrity chef in the first series of the reality TV show; the second series, hosted by Gary Rhodes and Jean-Christophe Novelli, was not as popular with viewers.
Tio Pepe will be the first sponsor of The F Word, with a package covering all seven episodes of the weekly food show, which attracts an average of 2.5m viewers, including broadcast credits on Channel 4 and More4 repeats.
The deal puts broadcast sponsorship, and specifically its association with food, back at the heart of Tio Pepe's marketing strategy. It is a former sponsor of the Evening Standard restaurant awards.
Jeremy Rockett, marketing director at Gonzalez Byass UK, said: 'We're sure the deal will lead to an uplift in sales and maximise our investment in educating viewers about how Tio Pepe should be consumed - chilled and perfect with a variety of food.'
The show includes regular features, such as Ramsay teaching his children where meat really comes from. At Christmas, it received complaints from viewers offended by scenes of Ramsay slaughtering the family's pet turkeys in order to prepare Christmas lunch.
The deal was negotiated by John Ayling & Associates with Channel 4.
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