The sponsorship will include Tropicana logo branding on the A Place in the Sun section and a watermark imprint of Tropicana as a backdrop to the pages.
The Tropicana web site will include nutritional information and a picture gallery for users to send their holiday snaps to. A competition, which uses an interactive game, will give consumers the chance to win holidays and one year's supply of Tropicana.
Design agency Workzone developed the site and creative for an online advertising campaign for the drinks brand that is also running across the Channel4.com network.
"We are creating a UK web presence for Tropicana - the web site content will be much wider than just the deal with Channel 4,
said Ruth Brownlee, commercial development controller at Channel4.com.
"Historically it has been tough for FMCGs to use online as a marketing channel and this deal is about creating an environment and theme to make that connection with the consumer."
The interactive deal complements Tropicana's television sponsorship of Channel 4 programme A Place in the Sun and was brokered by sponsorship agency Connexus.
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