backs F1 on ITV, the online insurance provider, is to sponsor ITV's Formula One coverage.

The multimillion-pound deal,'s first sponsorship venture, includes broadcast sponsorship of races and qualifying stages on ITV1, as well as highlights on ITV4.

The sponsorship starts in time for the fourth race of the season, the Imola Grand Prix in San Marino on 23 April.'s ad agency, Mortimer Whittaker O'Sullivan, is handling the creative, which features the call-centre chickens from the brand's TV advertising. The sponsorship TV credits will show frustrated F1 drivers talking to chickens in the pits.

The deal also covers sponsorship of ITV's Formula One website,

LG Electronics backed ITV's F1 coverage last year.

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