Scheduled to debut in October 2005, Football Icon follows the Premiership Champions and League Cup winning club in its nationwide search for a new player.
The hopefulls will be judged by Chelsea manager Jose Mourinho and the winner of the football trials will receive a professional contract with the club.
The deal was negotiated by Lisa Christodoulou of Sky Media and Anthony Corcoran of Alliance, the sponsorship division of ZenithOptimedia.
The sponsorship includes programme idents, accreditation on all logos and sponsorship of the supporting website for the series. Sky Creative Services will be responsible for creating the credits.
Julie Baker, the marketing director at Sara Lee UK, said: "Today men are increasingly aware of the importance of good skincare and have an open mind to new products, but these have to be their 'own' innovative products that address the needs of male skin. We believe that with this new range, we are responding to a very real demand for no-nonsense, effective products."
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