House of Fraser will now become the headline sponsor for BAFTA's TV awards, including the now titled House of Fraser British Academy Television Awards.
The department store already had an alignment with the organisation as official men’s and women’s fashion partner, a relationship that ran for three years.
According to House of Fraser, the investment is part of its strategy to align itself with supporting talent in Britain.
John King, chief executive of House of Fraser, said: "The British Academy Television Awards celebrate the very best in television talent and creativity while reinforcing British broadcasting’s reputation as the best in the world. House of Fraser is delighted to become the title sponsor of the Awards, emphasizing our commitment in recognising and supporting both established and emerging British talent."
The British Academy Television Craft Awards take place on 27th April and the House of Fraser British Academy Television Awards will happen on 10th May.