Under the terms of the deal, brokered by UKTV sales house IDS and MediaCom, Standard Life will aim to prompt a younger audience to think about their pension plans.
The deal begins this Saturday (30 January) and runs until the end of April, and will cover all programming on Dave from 9pm until 2am on Saturdays and Sundays.
The weekend broadcast sponsorships will be supported by Standard Life advertising across all formats on www.joindave.co.uk each Monday, to encourage users to act on the ads they saw at the weekend.
The idents for the sponsorship were created by VCCP and will run during and between shows such as 'QI', 'Little Britain', 'Mock the Week' and 'Have I Got News For You'.
IDS handles the sales for UKTV, Virgin Media Television and Virgin on demand.
Last Friday (22 January) it was announced that UKTV chief executive David Abraham was to be Channel 4's new chief executive.
UKTV has not yet confirmed when Abraham will leave the broadcaster or when his replacement will be announced.
.jpg)
.jpg)