The show aims to find the UK's up-and-coming sporting stars by recruiting 16- to 18-year-old amateur athletes, and testing their physical and psychological ability to the limit.
The prize for the winning male and female is a tailor-made bursary to give them the opportunity to reach their sporting potential.
Norwich Union branding will be on display at each sporting event and this will be caught on camera when the show broadcasts from September. However, the deal does not contravene BBC rules, because the corporation is allowed to accept money to pay for events, but not for programming.
The agreement, brokered by Mediaedge:cia sponsorship division Total Sponsorship, also gives Norwich Union branding on posters and in printed information about the event, as well as coverage on the website at bbc.co.uk/borntowin.
David Goldesgeyme, head of sponsorship for the BBC, said: "We are delighted that such a leading sports sponsor as Norwich Union has agreed to sponsor this event. With its support, we will be mounting a truly first-class competition."
Sponsorship of a televised BBC event is not new. The first commercial support of a BBC event was in the 1990 when Lloyds sponsored 'Young Musician of the Year' and, more recently, Renault sponsored 'Proms in the Park'.
Norwich Union is already a principle sponsor of UK athletics and 20% of the money it provides goes to the development of grassroots athletics.
David Czerwinski, head of sponsorship for Norwich Union, said:"Our support of athletics from grassroots to elite level makes this association with the BBC a natural extension of our commitment to the sport and its development. We are really excited about being involved in this project which will be visually stunning and, I'm sure, a tremendous success."
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