sponsors The Big Bang Theory, the takeaway food ordering site, is sponsoring The Big Bang Theory, the hit E4 comedy, in its first UK TV link-up.

The seven figure deal kicks off today and will run for ten months.

The idents, created by Wordley Production, link to the show. One spot features friends in an American style apartment ordering a takeaway, while the voiceover says, "Online takeaway. Not rocket science".

Daniella Parris and Kylie Cornelius handled production and copywriting. The ad was directed by Hardey Speight.

Alice Mrongovius, the marketing director at, said: "We have created this first series of idents that reflect both the tone and visuals of the show and showcase the user experience for our shared target audience who love to head straight to E4 before tucking in to some quality takeaway food - so this exciting partnership definitely wasn't rocket science for us."

The deal was brokered by Channel 4 Sales and MNC.

Rupinder Downie, the partnership controller at Channel 4, said: "The Big Bang Theory is one of our biggest brands and provides with their highly coveted target audience of 16- to 34-year-olds at a time of day when ordering take away food is front of mind for them. The perfect vehicle for their first foray into TV sponsorship."