The four month sponsorship, negotiated by Sky Media and Publicis media agency MediaVest, includes More Than Pet Insurance branding on 15-second opening and closing credits, and five-second break bumpers made by ad agency Fallon.
The 10-part series will be available on Sky1, Sky1 HD and Anytime TV, and combines home videos with studio-based and on-location features with special guests including Kathy Burke, Bill Bailey, Neil Morrissey, Sue Perkins and Ben De Lisi.
Pete Markey, marketing director at More Than, said Sky 1's Pet Nation and More Than made "a great partnership" and the sponsorship celebrated their "shared interest of doing more for UK pets in an exciting and engaging way".
David Shore, head of sponsorship at Sky Media, said ‘Pet Nation' was set to be another innovative Sky1 show and he looked forward the successful execution of the campaign.
More Than has launched a number of radio sponsorships this year, including a six-month sponsorship of the traffic and travel bulletins on the digital rock station Planet Rock, and a seven-figure deal with Global Radio.
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