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The magazine will sponsor a number of its leading Reality TV programmes during the week and also its entire Saturday night prime time schedule.

The six-figure deal will see the Nuts brand associated with programmes ranging from Moronic 21st Century Idiots, Cage Combat, Ouch That Had To Hurt, Rodeo Wrecks and What Were You Thinking?.

The main sponsorship package on Saturday night will include opening credits, break bumpers and closing credits throughout programmes between 6 and 11pm.

The deal was struck between Clair Porteous, senior marketing manager at Nuts, and marketing manager at Reality TV, Claire Dentith.

Porteous said: “Nuts is the most successful magazine for young men in a generation.

“It celebrates everything that they love - sport, news, TV, gorgeous women and true stories.

“The partnership with Reality TV allows us to make an even closer connection with our readers on a daily basis."

The deal comes 18 months after Nuts hit newsstands in a bitter battle with Emap’s Zoo to make a mark with the first weekly lads’ mag in the UK.

Nuts and Zoo have secured sales of 275,000 and 240,000 respectively, according to the most recent Audit Bureau of Circulation report for July to December 2004.

Dentith added: “Reality TV has been searching for a partnership to support one of our most important prime-time slots and we are delighted to have found the perfect fit in IPC ignite!.

“Reality TV’s programming has always been popular and these high octane and incredulous shows will resonate well with Nuts’ young, male readers and drive the demographics of our weeknight and Saturday slot forward.”

By Kevin May