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University for Industry (Ufi), has signed up to sponsor the autumn run of ITV1's Who Wants to Be a Millionaire? Ufi operates the government's e-learning network learndirect, a public-private sector partnership set up to promote adult education. The rationale behind the deal is to show the relationship between knowledge and wealth. The learndirect initiative is backed by 1600 cybercafes across the UK. The deal promises to take the Ufi name to eight million regular viewers and represents its biggest drive to become a consumer property. The sponsorship was brokered by Carlton Media Sales and the COI's sponsorship agency Drum PHD. The show, which is currently without a sponsor, has also been backed by Alliance & Leicester and NTL.