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The film, which is released in the UK on 15 August, stars Sandler as Zohan, an Israeli commando who fakes his own death in order to pursue his dream: becoming a hairstylist in New York.

The deal will see You Don’t Mess with the Zohan sponsoring four hours of peak programming on Dave each day, from 11 August up to the release date. Programmes include QI, Never Mind the Buzzcocks and Whose Line is it Anyway?

The deal was negotiated between UKTV’s sales house IDS and Sony Pictures’ agency Manning Gottlieb:OMD.