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Robinsons will become title sponsor to FFE's 12 productions playing to more than a million people during a six-week run from December 2009 to January 2010. The sponsorship will support the traditional panto classics, including Aladdin and Snow White. Performances will run across the UK, including dates at Brighton and Glasgow.

Leslie Davey, brand director for Robinsons at Britvic, said: 'Panto is one of the quintessentially British family occasions which resonates well with the Robinsons brand.'

FFE is a joint venture between Live Nation and Ambassador Theatre Group which last year produced shows with appearances from Gareth Gates, Henry Winkler and Cilla Black.